If we do product placements in a popular TV program, will they work? On whom?
We treat placements as a special form of advertising. The key issue is establishing exposure to the programming where the placement occurred. This can be done with AMC ratings, though it should also be noted that it possible to do with conventional tracking or post testing as well. The difference with AMC is that profiling is better – we can know more about who the placement is affecting, and more about the other behaviours that can hinder or boost the effect of the placement – such as word of mouth.
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