Paid product placement is where the item advertised is shown in the narrative. Companies may decide to use production placement because it is a very effective way of advertisement, it does not interfere with the show/plot and it is a very easy and cheap method of advertisement for the broadcasting company.
Broadcasting companies that may choose to use this method of advertisement are commercial broadcasters, so ITV would be a primary example of a broadcasting company that use paid product placement. It is also very important for a company to make sure the right product placements are in the right show, as it'd be pretty pointless in have a paid product placement of a brand of car on a children's channel. But the point is that there should only be a product placement if the product is also similar to the audience of the show in order for the product placement to be effective. An example of a successful paid product placement would be instead of have a paid product placement of a car in a kids film, perhaps have a brand of toys in a kids film. This is because children are the most common target audience to use toys, therefor advertising any brand of toys that are relevant to the film would most likely be a form of successful paid product placement.
An example of real life product placement is the TV show 'American Idol'. The judges are drinking out of Coca Cola cups. That's no accident! Coca Cola deliberately paid for this right as it gives them advertisement inside the TV show.
Another company that like to use paid product placement is apple. An example of them using product placement is in a TV series called 'House'. Apple purposely paid the creators of House to include an apple laptop into the story. This does not destroy the narrative of the story because they include the item into the narrative, making it a paid product placement.
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