AdAge announces that the global product-placement market will soar 25% to $7.5 billion this year and hit $14 billion by 2010. An impressive number, but with this caveat… The explosion is leading some to wonder how effective placement can be amid all the noise. I mean how many cans of soda can you have on the judges table as they listen to contestants in the next horrendous reality talent show? They also point out that the money is coming from existing budgets. It's not new money. Which means that BDA’s are the one’s who will suffer. Although I’m sure the conglomerates have plans in hand for product placement divisions as the next arrow in their “Totally Integrated Marketing” quivers. Of course the big unanswered question is… How the hell do you prove that any of this stuff works? It’s bad enough with traditional media, but product placement? C’mon guys, that really is smoke and mirrors, or if you prefer… “That’s Show Biz!”
So let's get this straight. You want us to do what with Preparation H?
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