Reich Communications, Inc.

  • Reich Communications, Inc. is a boutique public relations agency in New York City offering full service in a variety of areas, with specializations in business-to-business; advertising, marketing and media firms; transportation safety; non-profits, and select consumer products and services. For more info, call us at (212) 573-6000, email to david@reichcommunications or text to 914-325-9997. We are located at 228 East 45th Street, Suite 11-South, New York City 10017

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    June 21, 2007

    Comments

    Matt Dickman

    David -- This is a very interesting topic. I have to say that I cannot remember an ad (at least traditional ad) that featured a secondary product that I remember. I wonder what that balance needs to be between the featured product and the secondary.

    I think this could work really well for some categories though. An ad where a product is delivered (like the new Nike Tiger Woods Father's Day commercial) could easily showcase UPS or FedEx. It's non-competing and I would notice that.

    I think this is a very interesting idea and it will surely happen more and more. I think online ads have an even greater potential for this as you have the option to enable more interactivity (read: put more stuff in the same physical space). Great post.

    Matt Dickman

    David -- This is a very interesting topic. I have to say that I cannot remember an ad (at least traditional ad) that featured a secondary product that I remember. I wonder what that balance needs to be between the featured product and the secondary.

    I think this could work really well for some categories though. An ad where a product is delivered (like the new Nike Tiger Woods Father's Day commercial) could easily showcase UPS or FedEx. It's non-competing and I would notice that.

    I think this is a very interesting idea and it will surely happen more and more. I think online ads have an even greater potential for this as you have the option to enable more interactivity (read: put more stuff in the same physical space). Great post.

    Ryan Karpeles

    David,

    I've seen several ads (I think for cars and soft drinks) where iPods were involved. There was never a mention of the iPod, but it was obvious what the device was.

    Perhaps they were trying to leverage the fact that their target audience most likely has iPods (?) and would, therefore, be more interested in the product actually being advertised.

    There are several pros and several cons when doing something like this (separate-post-o-meter just went off :) and I think it's an interesting space to explore.

    Thanks for bringing this up. Interested to see what others have to say...

    Ryan Karpeles

    David,

    I've seen several ads (I think for cars and soft drinks) where iPods were involved. There was never a mention of the iPod, but it was obvious what the device was.

    Perhaps they were trying to leverage the fact that their target audience most likely has iPods (?) and would, therefore, be more interested in the product actually being advertised.

    There are several pros and several cons when doing something like this (separate-post-o-meter just went off :) and I think it's an interesting space to explore.

    Thanks for bringing this up. Interested to see what others have to say...

    Bob Glaza

    Not sure if this is exactly what you mean, David. But it caught my eye. Coke pretty much saturates the movie houses aka theaters in my neck of the woods. But Pepsi is placed in a lot of the movies. Most recently - and its not too recent - was Dream Girls. Makes me wonder if its Pepsi's intent or questionable editing?

    David Reich

    Matt and Ryan, thanks for the comments. I'm quoting both of you in a post at Daily Fix next week.

    Bob, you raise a good point about product placement in films, where a film promotes a product competing with what's being sold in the theater. I suppose if seeing Beyonce drinking Pepsi is going to make me thirsty for a cola during the movie and all the theater has is Coke, I'd probably buy the Coke. And if I were the Coke sales manager, I'd say, thank you Pepsi.

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