For example, when SLS International, a manufacturer of audio systems, was conspicuously featured on "Rock Star: INXS," The Wall Street Journal reported that producer Mark Burnett received $100,000 in SLS stock options, and CBS got zilch.
Procter & Gamble recently announced it would be cutting back on traditional TV advertising and will increase its use of guerrilla tactics such as product placement.
Other examples of product placements:
- AdAge.com reports that McDonald's is buying its way into hip-hop song lyrics.
- Gran Centenario tequila gets a mention in the Broadway revival of Sweet Charity.
- It is not by accident that Lexus automobiles are found in magazine photo shoots.
- In order to skirt FCC decency rules, the folks at Durex condoms are paying for product placement ads in podcasts.
- Top chefs are cutting deals with food growers and manufacturers to feature their products in their restaurants.
Jesse Levine of Internet Technology Partnerships (http://www.itpbiz.com) is a guerrilla telemarketer with the capability of placing 20 million calls a day. Happiness for Levine is to talk to nobody. Instead, he calls when the phone is least likely to be answered--in the morning hours for consumers and the evening hours for businesses. His object is to leave a 35- to 45-second very personal voice mail with a brief pitch and an 800-number for the person to call back. He calls it "Consideration Marketing," because he purposely does not interrupt a dinner hour at home or an executive's busy day at the office. The call-back--if any--is at the person's convenience and goes right into the company that has hired itpbiz.com. It costs a fraction of cold calling with average results of one-half percent, and the company is talking only to interested people.
The term was reportedly coined by Steve Jurvetson, a venture capitalist, who used it to describe how Hotmail included a self-promotional ad on every e-mail message that grew it to 12 million users in 18 months.