Media’s New Tools for Molding Audience Behaviors

Every marketer is well aware of the implications of optimized “product placement” in media. Ever since Reese’s Pieces candy was featured in the 1982 blockbuster E.T., advertisers have dreamed of scoring a comparable product placement win. However, most of us are far less familiar with the carefully orchestrated embedding of cues and behaviors in television programs, movies, books, and CDs that are intended to subtly shape a broader set of behaviors, attitudes, and values. We’ll explore the latest thinking about these effective, but controversial techniques.

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