Buick product placement in USA's Monk

[Cananopie]

This news is about a week old but I have not seen it around here, there are two short articles I found on it

here

http://www.indiantelevision.com/mam/headli.../julymam118.htm

and here

http://www.tvweek.com/news.cms?newsId=10443

Buick's marketing campaign has been aggressive using product placements in shows like Monk and The Apprentice as well as advertising on hundreds of major websites on the internet.

My question to you is do you think this is effective?

I question the effectiveness of placing the Lucerne in shows like Monk and The Apprentice (second season) when their popularity isn't at an all-time high and forgoing truly large events that Chevy and Cadillac or even Pontiac primarily advertise on like major sporting events or more popular shows than USA's Monk.

However if the price was right from Monk it might be worth it. Getting more Buick's just as background in TV shows will boost its image I think.

[VenSeattle]

I think it's effective. I see Lucerne advertisements in several major publications. Besides, Lucerne's sales are doing well, why try to question their marketing?

As for forgoing sporting events.... Uh... Golf Tournaments are major sporting events... even if a majority of the 2300 or-so members here aren't interested in it. They definitely cater to a crowd that's not shopping any other GM brand (except maybe Cadillac).

Tiger Wins You Could Win!

[PurdueGuy]

Monk is a great show, and as long as the product placement isn't cheezy, I think it's a great idea.

[razoredge]

Dont know about the effectiveness of it but it was sure great to hear some B U I C K advertising. The commercial ran many times and the car was involved in the show and had direct dialoge refering to the 2006 Buick Lucerne in the scritp.

We are regular viewers of these types of programs.

[Cananopie]

As for forgoing sporting events.... Uh... Golf Tournaments are major sporting events... even if a majority of the 2300 or-so members here aren't interested in it. They definitely cater to a crowd that's not shopping any other GM brand (except maybe Cadillac).

176668[/snapback]

Haha, yes, I know- golf, of course. But what Buick seems to be missing now is some excitement in public's eye of their brand and golf doesn't really bring it all the way home with that idea. I'm not saying Buick needs to be involved in something like football or hockey as much as they are in golf- but throw a few more ads on during those games.

I can tell you right now during the Stanley Cup finals Dodge owned the commercials almost alone. Sports fans typically like cars and like to see them, appealing to a more aggressive sports crowd would get Buick noticed again which is all it needs.

Edited August 6, 2006 by Cananopie

[Drew Dowdell]

Haha, yes, I know- golf, of course. But what Buick seems to be missing now is some excitement in public's eye of their brand and golf doesn't really bring it all the way home with that idea. I'm not saying Buick needs to be involved in something like football or hockey as much as they are in golf- but throw a few more ads on during those games.

I can tell you right now during the Stanley Cup finals Dodge owned the commercials almost alone. Sports fans typically like cars and like to see them, appealing to a more aggressive sports crowd would get Buick noticed again which is all it needs.

176703[/snapback]

I think "win on sunday, sell on monday" has been dead for a good 20 years now.

[Sajeev Mehta]

I saw the MONK episode with the Lucerne, last Friday. It was a nice placement, except for the Lucerne's owner's contrived dialogue about the Northstar engine when bragging about it. She talked about how rich she is (being a Realtor) but drives a Lucerne and not an STS. But hey, that's splitting hairs.

Edited August 7, 2006 by Sajeev Mehta

[GMman]

My question to you is do you think this is effective?

I think it's cool that Buick does anything to keep it's name fresh on everyone's mind, but it' hard to imagine that a spot on Monk would help sell a lot of Buicks. Personally, I like it when a car company sponsors a major sporting event, much like the Buick Open. That's HUGE exposure. I remember a few years back, during the US Open (tennis) Lincoln was the sponsor. My wife and I were in New York during the Open and there were Lincolns (with US Open on the door) running around all over New York City. They were taking the althletes to dinner, shopping, running errands, etc....very cool and the best exposure I've personally ever seen. Plus...the TV commercials they ran during the Open that year were pretty cool too......just my thoughts..

[jry]

my wife and i are avid monk fans. we had a good chuckle out of it. especially when the real estate agent was showcasing it. wonder if she will be the long term love interest of stottlemeyer? and if so, is the lucerne going to be seen every week. what did buick pay for that? or was it a freebie for buying the ads in the show.