Creating Consumers in the 1930s: Irna Phillips and the Radio Soap Opera

The relative performance of TV sponsorship versus television spot advertising

“…before and after the program broadcasts. In addition to these announcements, early radio sponsors also pioneered product placements and celebrity endorsements by having their products integrated into the storylines and using characters/actors from the program to frequently breakaway from their roles just long enough to suggest listeners support the program by buying the sponsor's fine products (Lavin, 1995).…”

“…The strong linkages created between the sponsor and the program through these tactics proved to be very effective at creating awareness and positive attitudes about the sponsoring brands, but as regulations were enacted that prevented sponsors from owning and controlling program content, TV sponsorships in the United States were replaced by 30 or 60-second TV spots (Lavin, 1995).…”

Why Media Matter: Toward a Richer Understanding of Consumers' Relationships with Advertising and Mass Media

“…Plot lines of soap operas, for example, were often written in conjunction with sponsors. Hence, those media forms functioned as subtle promotional vehicles by prominently featuring a given sponsor's products and, more generally, by promoting a consumer mindset that was assumed to make the audience more receptive to advertisements for mass-produced packaged goods (see Lavin 1995). Product placements and product tie-ins are more recent examples of the symbiotic relationship between advertising and creative interests (Wells and Anderson 1996).…”

El emplazamiento de producto: conceptualización, nuevos formatos y efectos sobre el consumidor

“…De hecho, el desarrollo de la radionovela co mo género de entretenimiento se debe al interés de los anunciantes por empla zar sus productos en programas de entretenimiento que llegaran a una audien cia millonaria y bien segmentada (López-Pumarejo, 1987;Lavin, 1995). Las principales marcas de jabones, detergentes y otros productos para el hogar em pie zan a basar su estrategia publicitaria en la creación de radionovelas en las que se emplazan verbalmente sus productos de forma destacada: "Entre el 1933 y el 1937 la radionovela se convirtió en la programación diurna por exce len cia.…”