In Response to Doug Sack's Post...

     The article Doug posted about Product Placement in Film was very interesting.  I, too, think the general public is very unaware, or just simply doesn't care, about these behind-the-scenes exchanges that go on for product placement in the media.  At the end of his post, Doug asked if companies should be able to use TV and film as a marketing technique.  He also asked if shows should let the company cut out scenes of the product is not represented properly, and if this type of representation even matters at all.
     In general, I think companies that bring their products onto TV shows and movies have developed a very strategic way of promoting their products.  Bringing a product into a scene is relatively subtle.  Viewers may not make a direct connection, or it may just be a subconscious realization all together.  But when they see the product again on the shelf, they are able to relate it back to the episode they saw, or the movie they watched.  With this, there is clearly a great amount of risk involved.  If the film insults or misrepresents a given product, customers will also have a misunderstanding for its uses, benefits, etc.  Many people, unfortunately, believe a lot of what they see on TV, and in this case it can hurt the company long after the episode has been aired, or the movie released.
     Should the company allow their product to be aired through the media, I think it is crucial for them to be able to read through the script and gain an understanding of how exactly their product is being used and interpreted.  The company's reputation and image is at stake, and for cooperation purposes of this exchange, it is important that the show or movie be willing to cut scenes and make adjustments as necessary.  Overall, I think this type of representation absolutely matters!  The majority of people watch television, and episodes are aired over and over again; movies can be rented time and again.  So if the representation of a product is inaccurate, companies that agreed to let films use their products, especially without reviewing the script and image being given about the product, can suffer serious consequences well after the media has released its premiere.