 | Title: Product misplacement
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London, United Kingdom: It’s true that advertising history can offer examples of stunningly successful product placement campaigns. Sales of Reese’s Pieces went up 30% during the ‘E.T.’ era, when Steven Spielberg’s little alien enjoyed them. But product placement overload has diminished the technique’s influence on consumers, and increased our suspicions of it. The latest Sylvester Stallone Rambo movie purportedly contains around 110 product placements – about one a minute. Martin Lindstrom’s global neuromarketing study, Buyology, proves, for the first time, that not only is uncontextualised product placement unable to find a place in our long-term memory – our brains actually delete any awareness of the brand. |
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