Tv Brand Integration
Amanda Zusman
T344 Programming Strategies
December 5, 2012
Brand Integration in Television
Have you ever noticed the kind of phone Curt from Glee is always using to talk or text? How about in Modern Family, Phil Dunphy’s obsession with his tablet, what kind of tablet is it? If you can answer either of these questions, then the advertising and programming team that made these intentional decisions did a successful job of integrating the Apple brand into the content of the programs. Brand integration is no stranger to the media industry and dates to way back when programs were tied to one specific sponsor and sometimes even had the sponsor’s name tied to the title of the program. Even the concept of a “soap opera” is an example of brand integration. Sponsors of dramatic daytime television programs were sponsored by a soap companies and were quickly associated with the soap sponsors. Modern brand integration comes in the form of named sponsorship, such as McDonald’s All-American Games, as well as product placement and branded entertainment, which we will further examine.
Product placement is a non-traditional advertising technique used by companies to subtly promote a certain product or brand (Busniessdictionary.com). This type of brand integration takes place when an advertiser and programmer enter into a paid agreement, which allows the advertiser’s brand logo or product to be featured in the foreground or background of a program. Product placements are very commonplace in television programming and especially in reality television programming where programmers have no problem integrating the brand of their sponsors. Branded entertainment, like product placement, is also a non-traditional advertising technique where a paid agreement between the advertiser and the programmer allows for the brand or product to be weaved into the story line of the content. A branded entertainment agreement, when done correctly, will feature a brand or product that is
T344 Programming Strategies
December 5, 2012
Brand Integration in Television
Have you ever noticed the kind of phone Curt from Glee is always using to talk or text? How about in Modern Family, Phil Dunphy’s obsession with his tablet, what kind of tablet is it? If you can answer either of these questions, then the advertising and programming team that made these intentional decisions did a successful job of integrating the Apple brand into the content of the programs. Brand integration is no stranger to the media industry and dates to way back when programs were tied to one specific sponsor and sometimes even had the sponsor’s name tied to the title of the program. Even the concept of a “soap opera” is an example of brand integration. Sponsors of dramatic daytime television programs were sponsored by a soap companies and were quickly associated with the soap sponsors. Modern brand integration comes in the form of named sponsorship, such as McDonald’s All-American Games, as well as product placement and branded entertainment, which we will further examine.
Product placement is a non-traditional advertising technique used by companies to subtly promote a certain product or brand (Busniessdictionary.com). This type of brand integration takes place when an advertiser and programmer enter into a paid agreement, which allows the advertiser’s brand logo or product to be featured in the foreground or background of a program. Product placements are very commonplace in television programming and especially in reality television programming where programmers have no problem integrating the brand of their sponsors. Branded entertainment, like product placement, is also a non-traditional advertising technique where a paid agreement between the advertiser and the programmer allows for the brand or product to be weaved into the story line of the content. A branded entertainment agreement, when done correctly, will feature a brand or product that is
Cited: Biggs, Alicia. "BRAND INTEGRATION AND COMMERCIAL EFFECTIVENESS." Diss. The Johns Hopkins University, 2011. Advanded.jhu.edu Lafayette, Jon. "Product Placement Growth." TV Week.com. TV WEEK, 2007. Web. 1 Dec. 2012 "Lights, Camera, Brands." The Economist. N.p., 27 Oct. 2005. Web. 2 Dec. 2012. <http://www.economist.com/node/5088577>. "Product Placement." What Is ? Definition and Meaning. N.p., n.d. Web. 03 Dec. 2012. <http://www.businessdictionary.com/definition/product-placement.html>.