Friday, June 16, 2006

Say it ain't so Evita

Interesting news out of the U.S. this week that more marketers are looking to the theatre as a new advertising medium, on the premise that theatregoers can’t zap through marketing messages the way they do at home with digital video recorders and VCRs.

So far, USA Today reports that the trend is showing up primarily in two ways: live commercials and product placement in plays and musicals.

For the first time in its 73-year history, the Radio City Christmas Spectacular will use product placement in 2006, notes USA Today, seeking integration deals for acts such as "Santa's Workshop," where St. Nick prepares for his gift drop-off.

Raises questions about product placements and the value of the “buy”. And how will you measure the effectiveness of such campaigns?

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