Tweenspeak
	Did you know that close to 80 per cent of all brands purchased by parents – is controlled by their children? You may be surprised to learn that a whopping 67 per cent of all car purchases is also determined by the children of the home – not by the parents. Tweens (8- 14 year-olds) are an increasingly powerful and smart consumer group which last year alone spent and influenced an astounding €1.88 trillion.
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	The Situation Placement Game
	Situation placement creates a brand image in the consumer\'s mind around an initial product, and then builds follow-up products around the constructed notion. The technique makes brands the raison d\'être of those follow-up products. Your product becomes the hero, enhancing a story rather than simply appearing as an added element without any effect on the plot, as is the function of product placement. But how do you engineer this for your own brand? How do you secure space for your brand in a computer game? How do you manage to have your brand featured in a popular song or placed centre stage in a hit movie?
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	The Situation Placement Game Part 2
	Last week we spoke about how product placement has turned into become situation placement – the question is however \'How in earth do you create such plan\'. How do you secure space in a computer game, manage to be mentioned in a song or shown in a movie? That’s what this week\'s article is all about. Before even considering going along this track you need to consider what you want to get out of it. In contract to traditional “above the line” marketing – it’s almost impossible to measure the effect of this approach – at least on a short-term basis.
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	Contextual Branding
	When I first surfed the Net, some six years ago, I clicked on every banner ad that came before me. I reckon this was, not so much because I was in desperate need for home loan advice, fly fishing equipment or wedding dresses, but because I was curious to see what a banner ad was all about. I can promise you, I\'m not curious any longer! But I am still curious about ads that appear in logical contexts. In these cases, the advertising message makes sense and, piquing my curiosity because of this fact, encourages me to revert to my earlier discovery-oriented behaviour.
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