Product Positioning Have you ever noticed that some movies and TV shows contain blatantly obvious parodies of real products, companies, or people? For example, Nickelodeon TV shows will have “Pear” products instead of Apple products and will go to Skybucks instead of Starbucks. Now, on the other hand, did you realize that some movies and TV shows will clearly have real products with labels pointed directly at the camera even though they have nothing to do with the plot? The difference between the two is that one uses product placement and the other, iCarly, does not. Product placement is the placement of real products in fictional films, TV shows, books, and plays. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Product placement is by no means a new promotional tool, however marketers today are looking for alternative approaches to communicating with their target market. While you might think that product placement is a random process, it certainly isn't. In order to get their brands into movies and TV shows, marketers pay $25 billion a year. That said, it's often cheaper than paying for a 30-second spot for a commercial, plus production. Another advantage of product placement is over traditional advertising such as commercials; people don't have the opportunity to ignore it by skipping it. While product placement is clearly beneficial to both the brand's company and the movie or television show it is placed alongside, there are arguments that many consumers are easily annoyed by it. For this reason, marketers need to make sure they don't go overboard when it comes to product positioning, so that consumers don't end up disliking their brand. The Coca-Cola Company is a historic American multinational beverage company, manufacturer, retailer and distributor. of concentrates and syrups of non-alcoholic drinks. The company is best known for its Coca-Cola product, a carbonated soft drink often called Coca-Cola. Today, aside from the Coca-Cola drink of the same name, the company sells more than 350 brands in over 200 countries. Coca-Cola is one of the most visible brands in movies and on TV. Coca-Cola has a relatively long list of product placement appearances. One of its most obvious connections is in American Idol, one of the most popular shows on American television that hosts a competition to find new solo singing talent. Coca-Cola was an early sponsor of American Idol, and by season seven its endorsement deal rose to $35 million. The show brought Coca-Cola to viewers young and old, being displayed everywhere, including in the hands of top pop icons, or between songs when contestants and hosts are shown in the "Coca-Cola Red Room" rather than a traditional green room. . Another TV show that Coca-Cola has managed to insert itself into in a more subtle way than American Idol is the hugely popular American TV sitcom Friends. Coca-Cola and Diet Cola cans were placed on a table or in the main character's hands multiple times over the course of the sitcom's 10 seasons. Please note: this is just an example. Get a custom paper from our expert writers now. Customize Essay Coca-Cola has also had a recurring role in films over the years, dating back to the early 1900s. Coca-Cola has been spotted in silent and foreign films, critical favorites, and big-budget blockbusters..