Product placements that make consumers participate in a community

More often than not, product placements tend to interrupt the flow of a television program. That?s why marketers should integrate their products in a way that is not distracting to a viewer.

?Consumers? don?t want to be interrupted, they want more of what they want and if you?ve got the ability to give them more of what they want, you should do that as a marketer,? explained Brian Terkelsen, executive VP and managing director of MediaVest USA.

Terkelsen believes that the best product placements compel consumers to participate with the brand, like the ?Where is she now? TV spot the company developed for Cover Girl?s sponsorship of America?s Next Top Model.

He explained: ?The reality is, those little shows string together and tell a bigger story? and it is just thinking differently about how I need to activate and get involved with that community other than just slapping a billboard in front or behind the show.?

Source: Marketing Mag