Allowing product placement compromises the integrity of a brand.
It all depends. Oprah's "My Favorite Things" episodes garner large viewing audiences and give the products tremendous sales lift. Each of the companies work with the producers of the show, but each of the items is hand-picked by Oprah, who actually has investigated and selected each of the products as products she loves and is willing to endorse...
Getting paid to endorse a product opens the floodgates and you eventually become a shill.
The golfer Arnold Palmer is 81 years old and continues to earn millions (last year more than $16 million) as the lifelong pitchman for brands like Cessna and Pennzoil. He credits his success to his character, endurance, reliability and of course, integrity. So you don't have to become a shill...
I didn't walk away believing I understood the business and could make an informed decision about what was wrong or right about it. My takeaway was that Morgan Spurlock knows how to put a spin on things and wondered what subject his next movie was going to spoof. Read More
Larry Woodard is a director on the Advertising Week board and chairman of the American Association of Advertising Agencies' New York Council.
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