A report commissioned by Nescafé, makers of the Dolce Gusto coffee machine – the first product to appear on TV under the new advertising rules and an exciting way to enjoy deliciously stylish coffee from only £88.99 – has welcomed the relaxing of the regulations about product placement on TV shows.
‘Since we had our new Dolce Gusto coffee maker appear on an episode of This Morning, we have seen sales of the machine rise 22%,’ said Mark Wilson, marketing manager for Nescafé UK who also support an extension of the policy into online news reporting. ‘Not only does this provide independent verification of the benefit of the change, but it’s also good news for us and the thousands more people now able to enjoy delicious café-style coffee in the comfort of their own homes.’
The findings have been supported by respected research institute, Argos, which reports a corresponding boost in sales of the elegant, easy-to-use home coffee-making kit, with almost 50% more customers coming into their stores to find it, get it and Argos it. The AA has also endorsed the report after one of their vans came to the rescue of Tracy Barlow in an episode of Coronation Street and prompted a huge increase in applications to join the breakdown company, which is the 4th emergency service to its members.
Advertisers suggest that with these results confirming the success of the scheme, viewers can expect to see greater use of product placement coming to their television sets, especially those experiencing the next generation in TV viewing with Sony Bravia’s stunning new range of full HD 3D TVs, packed with cutting edge technology and available now from as little as £799.
However, some companies object in principle to the intrusive nature of product placement advertising. ‘At Thornton’s we have a lot of delicious and varied products, all of which have been lovingly made to the highest standards for over 100 years by our skilled craftsmen,’ said Tony Lewis of the country’s foremost purveyor of luxury chocolates. ‘We have built our brand over time on a reputation for fantastic taste, uncompromising standards and still reasonable prices. People know that when you purchase a box of Thornton’s chocolates you are not just buying chocolates, you’re buying a mouth-watering taste experience. To shamelessly plug our products at any given opportunity would simply cheapen that reputation for outstanding quality.’
* NewsBiscuit proudly inserted all brand names and advertising slogans into this article with the use of a Scholl shoe horn. Scholl – keeping Britain on its feet for over 100 years.
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