Question

What is the role for celebrities in the business of product placement and branded entertainment? Describe a scene from a TV show or movie that illustrates the best way to involve a celebrity as part of a product placement.

Answer 1

Solution-

The effects of product placement and branded entertainment can be difficult to measure, but celebrity connections can play a key role in helping marketers measure the results of their efforts. The implied endorsement when a celebrity appears on the screen or in public wearing a specific brand or drinking a specific soda can quickly drive sales of the product. But as the chapter notes, it is important for marketers that the placement appears authentic. It can be an illusive quality, but unless a product placement using a celebrity appears to be natural, sincere, and inconspicuous, the effort might backfire with savvy consumers.