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Product placement isn't about trickery

I disagree with Alan Kalter's assertion ["Unnecessary Force," A&C, June 30] that "many product placements are predicated on the false idea that people don't want to see advertising at all and must be forced to view ads through trickery, misdirection and deception." I believe marketers use product placement for two core reasons: 1) It provides opportunities to more deeply define a brand's personality and make lasting connections with consumers by leveraging the positive attributes of the programming in which the product appears; and 2) it gives the brand message a much longer life than a 30-second spot does, thanks to reruns and syndication. It's about spending marketing dollars wisely —it's not about trickery, misdirection and deception.

Craig Welsh
Principal
Go Welsh!
Lancaster, Pa.



Can't we do better than 'executive vice president'?

The fun job titles at our agency start us off on the right foot ["You're a What?," Careers, June 16]. What most agencies would call the CFO is our director of legume enumeration. We have a chief idea officer, an ambassador of media logistics and a design diva, and I carry three different business cards, none of which says president or CEO. I am an inertial guidance counselor, a certified advertologist and a senior liberal artisan.

The staff is proud of these titles, clients love them, vendors are jealous, and our competition doesn't know how to respond. If the best title you can come up with is executive vice president, perhaps you're in the wrong line of work.

Jim Mathis
Certified advertologist
ADwërks
Sioux Falls, S.D.



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