We're Beyond Product Placement: Here's "Behavior Placement"

Discoblog
By Smriti Rao
Apr 9, 2010 12:58 AMNov 20, 2019 5:02 AM
TV-television-screens.jpg

Newsletter

Sign up for our email newsletter for the latest science news
 

Over the years of our addiction to the great idiot box, television, we've gradually learned to block out the pesky commercials that interrupt and interfere with our viewing pleasure with their yammering attempts to sell us things. Unfortunately, this has only led marketers to wonder how they could influence our buying decisions in more subtle ways, ushering in a new era of creepy ideas that smack of brainwashing. The first idea was product placement, where the stars of TV shows drank a certain brand of fizzy soda or typed on a certain brand of computer. But now that most viewers are hip to these product placements, the marketers and networks have stepped it up a notch to reclaim our attention again. NBC has introduced "behavior placement," wherein certain behaviors are written into the show's narrative in order to foist a more nebulous kind of marketing on us. For a week in April, NBC will use its shows to convince viewers to "get green," compost, or otherwise save the planet. The benefits for advertisers are two-fold. Some companies simply want to link their brand to a feel-good and socially aware show, while other companies--like those that sell energy-efficient lightbulbs or organic household cleaning products--think advertising on these shows will directly boost sales. In an in-depth article, The Wall Street Journal writes of an earlier marketing push:

0 free articles left
Want More? Get unlimited access for as low as $1.99/month

Already a subscriber?

Register or Log In

0 free articlesSubscribe
Discover Magazine Logo
Want more?

Keep reading for as low as $1.99!

Subscribe

Already a subscriber?

Register or Log In

Stay Curious

Sign up for our weekly newsletter and unlock one more article for free.

 

View our Privacy Policy


Want more?
Keep reading for as low as $1.99!


Log In or Register

Already a subscriber?
Find my Subscription

More From Discover
Recommendations From Our Store
Stay Curious
Join
Our List

Sign up for our weekly science updates.

 
Subscribe
To The Magazine

Save up to 40% off the cover price when you subscribe to Discover magazine.

Copyright © 2024 Kalmbach Media Co.