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Advertainment is Sneaking Into Music, Movies, TV and More


The very name "advertainment" sends thrilling vibrations up the spine of anyone with marketing in their blood or communication in their genes. And it produces a strong shiver of disgust from many of my colleagues in the music industry.

"I don't want my songs to be involved in advertising," they say, forgetting entirely that by wearing branded running shoes, a t-shirt hawking Fender guitars and a baseball cap emblazoned with the Peavey logo, their very lives are involved in advertising. Plus, if they attend an awards show, they happily state the brand and designer names of everything they're wearing.

They further ignore the fact that radio itself is a form of advertainment. What gets played has little to do with musical accomplishment or artistic merit, but is directly related to the backing of large corporate distributors. I have been told to budget anywhere from a quarter of a million dollars to $350,000 in promotional costs to obtain national radio play on (the appropriately-named) commercial radio stations. Is it any wonder that corporations are seeking ways to build a little brand awareness into the songs?

Turn on any rap, urban or hip hop station and you can start counting the product mentions in the lyrics, some paid-for, some just happenstance. In the electronic-pop field, I have done it myself. On my "Electro Bop" album are songs such as "Paranormal Radio" (which begins as a documentary about American Technology Corporation's HyperSonic Sound system), "Sheena Sez" (about talk radio host Sheena Metal), and "Check the Tech" (about the joys of watching the TechTV channel).

Has this advertainment hurt acceptance of the album? Not that I've noticed. Many e-mails from around the world cite "Paranormal Radio" as their favorite track. Not one person has complained about the ad messages, I assume because the audience for my dance-oriented music is pleased to receive information about technology and a far-out rock-talk jock such as Ms. Metal.

Ads and entertainment go hand-in-wallet in many other ways, some pretty strange. In music alone, we have all wondered about Bob Dylan's "Love Sick" in Victoria's Secret commercials (not to mention Mr. D himself smirking between shots of the lovely bodies wearing the lingerie). But don't overlook Keith Richards in the "Cover Girl" ad while "Honky Tonk Women" plays, or Willie Nelson's "Red Headed Stranger" in the Herbal Essence spot, or Iggy Pop's liquor/drug/sex-soaked "Lust for Life" blasting throughout the Royal Caribbean commercials. (Love to work with the Account Executive who was able to sell that concept!) By contrast, Sting crooning from the back seat of a Jaguar seems a very model of demographic compatibility.

And that's the point: ads and public relations are routinely dismissed as silly, annoying, intrusive or a waste of time right up to the moment when they are delivering facts the reader or listener wants. Then, suddenly, the sponsored message is viewed as helpful and instructive. Therefore, the trick is to achieve the right match between audience and message.

One problem is choosing your media. Just listing advertising outlets can be daunting: TV, radio, outdoor, newspapers, magazines, transit, direct mail, Internet banner. Many of these have subsets: paid inserts (advertorial) in newspapers and magazines, sponsored "newsbreaks" and infomercials on broadcast media, static or animated announcements at stadia, those dreaded 'Net pop-ups, brand names on sports uniforms and equipment (can you say NASCAR?), etc.

One of the most enjoyable categories for producers of both music and advertising is viral 'Net marketing, which has had some notable success stories such as BMW Films, the Seinfeld AmEx campaign, and of course, Burger King's Subservient Chicken.

We haven't even considered cooperative advertising, which can be anything from myriad logos at the bottom of an event poster to the branded music tones and flashing-light Intel trademark that ends every other commercial for someone else's computer products.

But it extends further. Consider: Magazines that sell cover stories; product placement in movies and TV (and yes, live theater); branded clothing; bumper stickers; even fliers stuck on parked cars. There are ad messages on private automobiles (and those anti-humanistic trucks that some insist are called SUVs). Pull up behind a vehicle in traffic and you can read an ad for the car dealership on the license plate frame, plus another piece of public relations for the state on the plate itself. (Come on, you don't think it's hype to put "Land of enchantment" on every vehicle licensed in the state of New Mexico?)

You might think that this plethora of options makes it easier for firms to get their messages across to their targeted demographics, but a good case can be made for the opposite view. TV audiences are turning to Tivo and pay-per-view. Radio audiences are discovering XM and Sirius Satellite Radio. Newspaper readership is becoming an oxymoron. Motion picture audiences can be heard groaning, mocking or booing the pre-feature commercials.

This means there are a lot of people working on new ways to get the product benefits into the brains of the consumers. I do it with humorous radio scripts and subliminally seductive music, but there are going to be some innovations in our industry, and at the risk of appearing foolish, I'm going to make a few predictions. Within the next few years, we'll see:

* Debit card scanners in TV sets, so you can order during a commercial with the flick of your remote.

* Barcodes in songs, so you can download from iTunes by swiping your XM or Sirius player with your Visa or MasterCard.

* Credit cards built into wristwatches, so your "plastic money" is always close at hand.

* Links to product sites in every scene of DVD movies or computer games. Do you want the shoes in the Tony Hawk Pro Skater game? Click-click-click and they're on their way to you via FedEx (note product placement for the big competitor to United Parcel Service).

* Broadcasts of infotainment and advertainment will pop up everywhere: in public restrooms, at the Starbucks, at traffic signals, at the gas pump, on your mailbox, in the packages you purchase, in the parcels that arrive at your door, etc.

* Captive broadcasts. Just as you can preview the music on packaged CDs (available in EU now, but coming soon to the USA), the product benefits, price points and warranty information will play as soon as you lift up a product in the store.

* Digitized logo placement in the rebroadcasts of syndicated TV shows ("Hey, we can sell the product placement another three times!")

* Branded ingredient lists on menus.

* Corporate artwork that takes you on a virtual tour of the company.

* Interactive ads, where you get to play Jerry Seinfeld and/or Superman (or the driver of the BMW) in a five-minute escape from reality (and from reality TV).

* Holographic projections of commercials from postage stamps, car and house keys, magazine covers and ad pages, etc.

And these are just the changes we'll be seeing in the next few years. We're not even discussing the opportunities for advertainment once we move beyond traditional broadcast methodology; when microchips are embedded under your skin, YOU will be the receiver for TV, radio, satellite, telephone, and global positioning system signals. And at that point, the possibilities for marketing communication via advertainment are going to become truly mind-boggling.

Are these prospects exciting, frightening, or both? My view is positive. After all, a lot of these new forms of communication are going to need my scripts and my music.

# # #

Scott G is president of G-Man Music & Radical Radio. His music is on commercials for Verizon Wireless, Goodrich, Monaco Motor Coaches, BAE Systems and more. A creative director of the National Association of Record Industry Professionals (NARIP) and a member of The Recording Academy (NARAS), he writes about music for MusicDish.com and the Immedia Wire Service. The G-Man's albums are released by Delvian Records and are on Apple's iTunes. He can be reached via http://www.gmanmusic.com.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. February / 19 / 2019

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MannKind - Afrezza Scripts, Advertising, Insurance, And Cash  Seeking Alpha

Afrezza scripts for week ending February 1 come in just above 600. MannKind advertising seems to have reached a peak in ads run. Insurance Coverage sees ...


Buy, Hold or Sell: The Outlook for 9 Internet Advertising Stocks | Stock Market News | US News - U.S. News & World Report
Buy, Hold or Sell: The Outlook for 9 Internet Advertising Stocks | Stock Market News | US News  U.S. News & World Report

Will an economic slowdown hurt the internet advertising industry? It depends on the stock.


My View: Super Bowl advertising is big business - Phoenix Business Journal
My View: Super Bowl advertising is big business  Phoenix Business Journal

It's too early to tell what CBS will charge advertisers for commercials airing during Super Bowl LIII on Feb. 3 at Mercedes-Benz Stadium in Atlanta. But if last ...


RAF advert that challenges sexist advertising to debut on Channel 4 - The Independent
RAF advert that challenges sexist advertising to debut on Channel 4  The Independent

A Royal Air Force advert that challenges stereotypes about women is set to make its television debut, as new research reveals how sexism is rife in commercials.


More secret checks on drug firms planned in bid to prevent false advertising - The Mainichi
More secret checks on drug firms planned in bid to prevent false advertising  The Mainichi

TOKYO -- The Health, Labor and Welfare Ministry is poised to double the number of doctors and pharmacists who secretly inspect the sales activities by.


Local Advertising Reveals Possible WWE Hall of Fame Inductees (POSSIBLE SPOILERS) - 411mania.com
Local Advertising Reveals Possible WWE Hall of Fame Inductees (POSSIBLE SPOILERS)  411mania.com

Local advertising in the New York area revealed possible headliners for this year's class of the WWE Hall of Fame, which may spoil it...


Reuters article highlights ethical issues with native advertising - Columbia Journalism Review
Reuters article highlights ethical issues with native advertising  Columbia Journalism Review

When Aubrey Belford started work as a special correspondent for Reuters in Southeast Asia, his new colleagues in the Bangkok bureau were working on a ...


UK broadcasters face advertising tipping point, new study finds - The Guardian
UK broadcasters face advertising tipping point, new study finds  The Guardian

Broadcasters are facing a tipping point in the next five years where a faster decline in traditional viewing will make TV campaigns too expensive to be ...


Smart Advertising Transaction Token is the future of Advertising Transactions - TechBullion
Smart Advertising Transaction Token is the future of Advertising Transactions  TechBullion

For any business in the modern world, online advertisement is a crucial part. With a huge population of the world now using internet, they can be effectively ...


San Diego SEO Firm Announces Expansion Into PPC & Paid Advertising Services - EIN News
San Diego SEO Firm Announces Expansion Into PPC & Paid Advertising Services  EIN News

we generally provide PPC services based upon the client's needs and our billing reflects their total budget and the management expectations agreed upon by ...


ADVERTISEMENT FOR PRICE - Jamestown Sun
ADVERTISEMENT FOR PRICE  Jamestown Sun

ADVERTISEMENT FOR PRICE QUOTATIONS FOR PARK DEPARTMENT SANITATION SERVICES Notice is hereby given that the Stutsman County Park Board ...


New social media code for Political advertising: Only verifiable Indians can post ads - Free Press Journal
New social media code for Political advertising: Only verifiable Indians can post ads  Free Press Journal

Only Indian nationals will be allowed to post political advertisements on social media, during the forthcoming Lok Sabha elections, the Bombay High Court was.


ND Senate passes resolution urging FDA to end advertisements of e-cigarettes - KFYR-TV
ND Senate passes resolution urging FDA to end advertisements of e-cigarettes  KFYR-TV

A North Dakota Senate resolution urging Congress and the Food and Drug Administration to end advertising of e-cigarettes to youth has passed in the Senate.


The Authenticity of Advertising in Africa - Media Update
The Authenticity of Advertising in Africa  Media Update

While brands have spent the last decade investing heavily in understanding millennials, a few years back the buzz word 'Afrilennial` sent shivers down the spine ...


Chanel designer Karl Lagerfeld's legacy in advertising - More About Advertising | Insights into Advertising
Chanel designer Karl Lagerfeld's legacy in advertising  More About Advertising | Insights into Advertising

Karl Lagerfeld, superstar fashion designer and guardian of the Chanel brand since 1983, has died in Paris aged 85. Not many got to wear his clothes, but.


Comedy Central Stops Advertising With Every Comedian’s Worst Enemy - Vulture
Comedy Central Stops Advertising With Every Comedian’s Worst Enemy  Vulture

Comedy Central ran several ads this month on the Instagram account FuckJerry, run by Jerry Media, which initially rose to fame by stealing other people's jokes ...


With 38 Days To Go, The NHS Is Advertising 200+ Jobs To Prepare For No-Deal Brexit - HuffPost UK
With 38 Days To Go, The NHS Is Advertising 200+ Jobs To Prepare For No-Deal Brexit  HuffPost UK

NHS England is internally advertising hundreds of roles in preparation for a no-deal Brexit, HuffPost UK can reveal. With only 38 days until Britain leaves the EU ...


Watch Budweiser's Oscars ad starring Charlize Theron | CMO Strategy - AdAge.com
Watch Budweiser's Oscars ad starring Charlize Theron | CMO Strategy  AdAge.com

Budweiser puts Charlize Theron in an ad that will run at Oscars.


Why Do Advertisers Keep Spending More and More With the Walled Gardens? - Adweek
Why Do Advertisers Keep Spending More and More With the Walled Gardens?  Adweek

The latest IAB ad spend figures came out earlier this week, painting a pretty rosy picture. Top-line numbers appear to show times are good: U.S. digital ...


Roundup: Equity in business workshop / Top advertising student / Chicken recall - Greater Baton Rouge Business Report
Roundup: Equity in business workshop / Top advertising student / Chicken recall  Greater Baton Rouge Business Report

MovEBR business: Mayor Sharon Weston Broome will host a MoveEBR-focused Equity in Business seminar on Tuesday, from 5:30 to 7:30 p.m., at the Main ...


Nestle India shifts to ‘aggresive growth strategy’; will maintain pace of advertising - The Financial Express
Nestle India shifts to ‘aggresive growth strategy’; will maintain pace of advertising  The Financial Express

Nestle India will keep the pace of spending on advertising and marketing activities up in 2019, as was the case in the December 2018 quarter.


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