Study: Product placement in editorials
Marketing directors pay for their products and the company to be mentioned in editorials and radio reports. As a result, the credibility of the media is questioned by consumers.
Marketing directors pay for their products and the company to be mentioned in editorials and radio reports. As a result, consumers are questioning the credibility of the media. According to a study conducted by PR Week Magazine and public relations firm Manning Selvage & Lee, as reported by the New York Times on Monday, 266 marketing executives were surveyed - almost half said they had already paid to have their products and company name featured in newspaper and radio editorials. Around 46 percent of those who have not yet done so intend to do so in the future.
The results show that it is definitely an ethical issue that needs to be discussed, says Mark Hass, Managing Director of Manning Selvage & Lee. There are many reasons for this new type of product placement: On the one hand, marketing bosses are under pressure to spread the word about their products. On the other hand, the growing number of specialty consumer and business-to-business magazines are struggling to survive - the competition is fierce, so the additional profit from the marketing floors is very welcome.
The results show that it is definitely an ethical issue that needs to be discussed, says Mark Hass, Managing Director of Manning Selvage & Lee. There are many reasons for this new type of product placement: On the one hand, marketing bosses are under pressure to spread the word about their products. On the other hand, the growing number of specialty consumer and business-to-business magazines are struggling to survive - the competition is fierce, so the additional profit from the marketing floors is very welcome.
