Monday, May 21st, 2012
Trump does it again – he has apparently turned his back on one of his main sponsors by using a competitive product on camera. In the opening sequence to ‘Apprentice LA’, Donald Trump is seen driving through Los Angeles in what appears to be a convertible Bentley or Rolls. The Apprentice LA contestants are driven in Lexus vehicles, one of the sponsors and the purchaser of significant advertising on the show. Increasing sales with Branded Entertainment and product placement is all about subtle hints. In a previous season featuring advertiser Arby’s – ‘The Donald’ stated that he ‘loves the Arby’s chicken sandwhich’ and yet you never see him enjoy one on camera. When you have a brand as big as ‘The Donald’ and they refuse to use products on camera, it sends a message that the product is inferior. Lexus and the other sponsors should not worry too much as ratings are significantly lower this season, approximately 600,000 viewers from last year’s premiere of season five. This debut was also the smallest audience for a season debut of The Apprentice.
