Aussie radio broadcasters want product placement opportunities
Published on May 22, 2010 by David Castillo · No Comments
In Australia, industry bodies are lobbying for more product placement opportunities in commercial radio broadcasts.
The Australian Association of National Advertisers (AANA) says that commercial radio has too many regulations. Compared to other media types, has very few ad opportunities, says the AANA.
AANA submitted a review of the ad standards for radio to the Australian Communications and Media Authority to call for less regulation and more self-regulation.
Scott McClellan, chief executive of AANA, says that product placement on radio should not be dismissed by the authorities.
?In TV, product placement has become the norm and there is plenty of evidence that consumers understand product placement,? explained McClellan. ?We think there should be the same opportunities with radio.?
He continued: ?”We feel the radio standards should provide flexibility for greater creativity in enabling advertising material to be clearly distinguishable, within the content of the radio program.?
McClellan even cited radio?s history as a venue for product placement. He says that the industry has not been prone to abuse in terms of misrepresentation compared to other mediums.
The AANA has a strong argument to call for less ad regulations on the radio.
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