At the beginning of the past century Henry Ford asked himself about what it will become a real nightmare for generations of marketing manager, commercial director and corporate planning consultant. The question was: “How much will I obtain from my advertising investment?”. The only, and great answer he was able to give was the famous aphorism:”I know very well that half of my investment is useless. The problem is: which half ?”. To this question the Nielsen is trying to find out good answers employing very specific ways. For two years they have been offering their Clients the “Product Placement Valuation Study”. Its aim is to provide an assessment of the factors that contribute to product placement effectiveness. This study covers 50 programs and 10.000 respondents called to fill in a questionnaire which represents the basis for statistical analyses aimed to develop product placement and integration future plans.
At the moment the Media Companies interested are: A&E – CBS Inc. – CourtTV – Discovery Networks – FOX – Magna Global – MediaCom – OMD – PHD – Scripps – Sprint – The Weather Channel – Twentieth TV – Zenith Media
