When The Checks Stop Coming in

Posted by Bossip Staff

Do you think when a rapper raps about some brand of clothes it makes people want to buy them??? Well it does…

After the release of Busta Rhymes and Puff Daddy’s Pass the Courvoisier Part Two, a rap music featuring conspicuous product placement of Courvoisier cognac, sales of that beverage jumped 20 percent. That phenomenon got a team of researchers and senior author Christian Schemer thinking about how consumers process brand information presented to them in spot advertising versus how consumers process brand-related information when it is presented in the course of programming (such as music videos). In their article, they describe a series of experiments designed to explore psychological aspects of consumers’ response to brand placement in rap videos.

The researchers concluded that placement of products in programming such as rap videos can be a double-edged sword. On the one hand, positive feelings toward the programming can be transferred to the brand. It’s also true that product placement in programming has the benefit of a longer “shelf life” than more traditional advertising. It may also be more globally distributed (at no advertiser expense) and be particularly effective in reaching a targeted demographic. However, there are potential dangers associated with product placement in programming such as rap videos, not the least of which entails negative feelings aroused by the video being transferred to the brand.

We still can not believe The Pack did not get paid from their hit song…”Got my Vans on”.  Rappers better negotiate “before” they release the song shouting out a brand name. Celebrity association goes both ways…pay up you greedy corporate muthaf*ckas!

Thanks to guerrillabusfare.com for the tip….

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