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For those thinking that subliminal forms of communicating is dead, think again. It’s alive and doing well - may be not overtly, but in surreptitious ways in the form of product placements and branded entertainment. Even a casual look at today’s film or television content amply

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

shows an array of product placements some very subtle and others clearly overstepping the line separating advertising and factual media content in order to sell products, ideas and services. Why is it subliminal? Because…our brain filters that normally weed out overt advertisi

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

g messages from media programming, don’t step in to block these covertly placed product placements and their built-in meanings and messages. It simply registers into the consumer’s subconscious.

Both television and films are rife with examples. Anyone miss out on the Coca Cola

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

tumbler on the judges tables on the American Idol television show? I don’t think so. The new James Bond film CasinoRoyale, packs more than its fair share of product placements from automobiles (Ford) to branded airlines (Virgin Airways). It’s even more interesting how the conce

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

t of product placements has been extended in this movie. There’s a person placement! A person that subliminally gets associated to Virgin Airways. This is none other than Virgin Chairman, Richard Branson – a brand icon – himself. If you observe closely the particular scene set

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

in Miami airport, there's Virgin Chairman Sir Richard Branson in the security check line, followed a few seconds later by the shot of a Virgin jet landing. Coincidental, you say. Not according to sources. CasinoRoyale producer Barbara Brocolli set up a deal with Virgin that inc

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

luded a plane for the airport scene, with the jet, the crew for over three days of filming. In return, along with some promotional tie-ins with CasinoRoyale, the producers offered to stick Branson and his son in the film for fun as thanks. The cost to Virgin for this non-paid p

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

oduct placement- a few hundred thousand pounds!

Marketers are increasingly using product placement techniques to reach consumers as new technology and an expanding range of media options makes conventional advertising a less feasible way to promote brands and ideas. Be it tele

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

ision or films, product placements can be used to reach a mass audience or as part of tailored campaigns targeting specific audiences. While critics may blame product placement marketing for blurring the line between reality and media content, the actual world of product placem

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

nt marketing, both paid and non-paid forms, is thriving. According to a 2005 PQ Media report, paid product placement spend globally (this obviously does not include all the non-paid product placement costs, figures for which are not available that easily) stood at $2.2 billion,

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

with United States product placements accounting for over two-thirds or about $1.5 billion. Not surprisingly, The PQ Media report projects these numbers to grow significantly world-wide to around $7.5 billion by 2010, again with US taking a lead.

In the fast emerging markets,

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

notably India and China – the usage of product placements and branded entertainment has seen an explosion. The same PQ Media Report lists India’s overall product placement spend as the fifth in global product placement rankings and predicts a strong growth matching USA over th

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

next three-four years. The influx of product placement in India has been so phenomenal that Bollywood has embraced branded entertainment’s role and has set about finalizing huge financial deals for marketing tie-ups with leading product marketers like Reebok, Sony, etc. For ex

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

mple, in a forthcoming Bollywood movie Goal, the show maker will have the brand’s active involvement in the look and feel of the movie – a la infomercial for Reebok, wherein the stars – John Abraham and others will wear Reebok footwear and apparel, use sports kit and shades and

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

virtually allow Reebok to influence the feel and looks of the movie.

How does strategically inducted product placements or branded entertainment in the Hollywood’s CasinoRoyale and Bollywood’s Goal help Virgin Airways and the Reebok brand respectively? Does the person (Branson

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

placement and the brand (Virgin) placement help to a higher propensity of an air traveler to book his or her ticket the next time on Virgin Airways? Does John Abraham’s wearing Reebok brand increase Reebok sales in India? Or for that matter, from any lead character on any tel

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

evision show that sips and enjoys Starbucks coffee – will this result in a notable rise in consumers slurping down Starbucks? It should according to marketers, because, Branson’s fleeting appearance helped create a subliminal association with Virgin and his entrepreneurial air

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

ines and an opportunity for ‘people’ to talk that up… the exact reason why Virgin loaned its resources to Brocolli in the first place. And in the case of India’s movie Goal, the supposition is that Reeboks strong association with soccer will rub off on the movie and that viewe

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

s will line up at Reebok stores in India!

While subtly placing product placements may be an approach, the ultimate goal is unquestionably creating a perception among viewers that will help increase the product’s bottom line. It is this end in view that drives product placement

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

and branded entertainment - the need to increase a brand’s consideration and opinion from just a simple brand awareness. If in the process, one needs subliminal tactics, the product placement and branded entertainment gurus have a full arsenal at their disposal they can utilize

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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