Product placement - a matter of ethics?

Today we learn the type of PR tactics - written, acted, spoken and imagined money.

I'd like to comment on imagined money, or more specifically, product placement.

Do you notice the Coca-Cola red mugs sitting on the judges' table on every American Idol episode (as shown in the picture below)?

That is product placement - "a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, the story line of television shows, or news programs" as written in Wikipedia.

When I first learn about it, I was quite amaze at how subtly effective these "invisible" brands and products were. They were all around us but we did not notice it openly; they affected us subconsciously.

Then it became annoying when I began noticing all the product placement, especially those in the movies. They were everywhere!

A person wearing a dark blue t-shirt with the word "GAP" printed on its front is an example of product placement. The movie "Devil Wears Prada" has many product placement.

I think the best thing about these product placement is how they are so expensive and help to fund the movies/shows.

But if you look at it another way, is it ethical that media is "imposing" on its viewers with these brands? Are they trying to create an unnecessary desire to possess these items?

Let's take the movie 'The Devil wears Prada' as an example.

It is a story about a journalist who lands herself in a fashion magazine even though she is a fashion-noobsta. Eventually, she is transformed into a walking fashionista, wearing brands such as Prada, Gucci and the likes.

And the message is? You have to be a fashionista, not a fashion-noobsta, to survive in New York City.

Is this the right set of values that we want to spread? Which goes back to this week's readings - is it ethical?

YOU think about it.

(Read before Week 4:
4. Public Relations Ethics - Elspeth Tilley)

Let's Swear NOT To Swear

SWOT - Strengths, Weaknesses, Opportunities and Threats - is all too familiar to me. It is a useful tool for the analysis of corporate crisis which I always use back in my Poly days.

It is a strategic planning method used to evaluate an organization and its environment. SWOT is also the first stage of planning and helps marketers to focus on key issues.

I wish to share an integrated campaign that I have done as my final year project in Poly. The objective is to reduce usage of vulgarities among our schoolmates in Poly. My group members and I decided to name it, "Let's Swear NOT To Swear".

Like most communication campaigns, our integrated campaign followed the cognitive-attitudinal-behavioural effects (awareness, attitude change, behavioural change), as mentioned in the readings this week.

The platforms used include the Internet (by having a Facebook group), creating a pledge for the youths to sign (as their promise to reduce vulgarities) and a reminder card for the youths who have signed the pledges.

A mascot, Bobo, is used throughout our campaign. We have created a story along with him, which started with him using vulgarities and being caught by the Anti-Vulgarities Squad (AVS). From the beginning, Bobo has a brown bag over his head as a punishment for saying vulgarities in public.

The story soon developed as the campaign progresses and Bobo eventually became a likeable figure where many would request to take pictures with him. All these pictures are posted up in our Facebook Group.

You can visit our Facebook Group here!

(Read before Week 3:
3. Theoretical Contexts - Marianne D Sison)

Singpost caught in vandalism act!

I have to learn about PR in my Poly times - how PR professionals help companies solve conflict, how they help to enhance how the publics (customers, shareholders, investors, etc.) see these companies.

PR is a useful tool - especially since it is (mostly) free and thus cost-effective - but I've learnt that not all PR plan works, if the PR person did not anticipate problems and prepare for Plan B.

One that doesn't work is the SingPost "acts of vandalism" on mailboxes (click on link to read more). It has used graffiti as a viral marketing effort which many has said "did not sent out the message".

In line with this week's reading, Joy Chia talks about how the public relations profession will remain relevant if it continues to adapt its practice to respond to new wats to capture the public's attention, and to be collaborative with multiple parties and stakeholders to achieve the best possible outcomes for organisations and society.

Likewise, Singpost is using a new way to attract attention - viral marketing. it refers to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses.

In my opinion, it will work to the company's advantage if the buzz is appropriate. If not, it will only create unwanted attention

But still, bad publicity is better than no publicity, no? What do you think?

(Read before Week 2:
1. Understanding Twenty-first Century Public Relations - Joy Chia AND 2. Trends and Developments - Joy Chia)