32. Toyota, and Apple, and Audi. Oh my!

That’s right, these advertisers are paying the big bucks to get their products placed into the hit ABC show Modern Family.  Other brands are picking up on this marketable idea and have been approaching the producers of the show.

(Photo credit: Thomas Pardee)

As an avid fan of Modern Family and as someone who is just beginning to write a spec script of the show, I’ve become very aware of the product placement that’s been happening throughout the seasons.  First Mitchell was seen driving a Toyota Prius in Season 1, then Phil had to get the iPad in Season 2, and this season Julie and her daughters frantically run through Target to get their Christmas shopping done.  My first thought was, “I wonder how much that costs?”  It’s certainly expensive but worth it for the exposure.  Modern Family is so popular that advertisers are willing to spend $249,388 for a thirty-second spot and every second a product appears in the show could be worth slightly more than $8,300.

Read more in Ad Age’s Many Brands Bid for Product Placement on ‘Modern Family,’ but So Few Make It.


14. I want to give my favorite brand a hug…

(credit: apple.com)

That’s because “A brand is something you have an unexplained and emotional connection to,” says Phil Duncan, VP and Global Design Officer for P&G.  He also points out that “the first moment of truth happens when a consumer decides to purchase a particular brand.”

Here’s a perfect example.  I said I’d never buy an iPad.  What’s the point when I already have the iPhone and a MacBook?  Fast forward to yesterday morning and I bought one on a complete whim (well, plus the fact that I got a paycheck in the mail that day also helped).  When the sales guy asked me if I wanted a Verizon or AT&T 3G plan, I hesitated.  Immediately I thought about what awful customer service I’ve had with AT&T as my cell phone provider, what bad reception I’ve gotten, as well as how long they rope you in with their two-year contracts.  But what did I do?  I chose AT&T.  It was purely because it was familiar.  I knew what I was getting (even though in my mind it wasn’t that great).  At least if I was calling to gripe about my cell phone I could talk to them about an iPad issue at the same time 🙂  Heck, I felt like giving them another chance with my new shiny iPad.

Duncan concludes his interview with author Debbie Millman in her book entitled Brand Thinking and Other Noble Pursuits by stating:

Take one (brand) away and I’m not sure anyone would fall over and declare, “If I don’t have my valued paper towel, my life is going to fall apart”.  But without these small, but important, benefits, life would be different.  When you put them all together, you have something very powerful.