Cora and I began to track television commercials a few weeks ago, and since that time something odd happened?we noticed more and more products outside commercials. First, we began to watch actors and actresses use products in television shows. Then, we began to see these products in movies. At this point, we realized there is another side to our investment opportunities. If you and your children are tracking commercials with us, you might find the same thing happens to you.

While I don't advocate watching a lot of television, this particular project brought one interesting habit to light. We become aware that we were oblivious to "soft sell." In advertising, a soft sell means that a company wants that box of cereal or that shampoo to become part of the scenery. If we become so engrossed with the plot that we miss the props, we will never notice that product. Or will we? The next time we shop, we may reach for that brand of cereal or shampoo, and that product becomes part of our personal scenery. This sort of promotion is both scary and advantageous, depending on whether we're aware of what we're doing.

There are usually two ways a product can become a bit player a movie or television show:

1. The company is paid by the producer to bring the product into the show. In other words, a product just doesn't "show up" on a set, because the company might find the show offensive and object.

2. The company pays to push their product on the show - a practice similar to a commercial. Or, many producers like to make a little money for production budgets, and the product (or the company) becomes a "sponsor" to the show. Companies may place bids (like an auction), and the highest bidder wins.

Sometimes a trade-off happens when a green ogre - I mean a character - becomes a "spokesperson" for a product. If that character has his or her show or movie, you may see the product throughout the program, and the product may carry the character on the packaging. This "cross-promotion" is done in smaller ways, also. Your local car wash may carry coupons for free coffee or doughnuts and the doughnut shop may carry coupons for a free wax or detailing. The only difference between the local car wash and the TV show is the price of the trade-off in the cross-promotion.

Cross-promotions and soft sells are advertising, only without a 30- 60-second break from the show. If you really didn't think you were inundated with product endorsements, think again. The next step to this project is to turn off that TV and take your children for a walk. Begin to look around you at various promotions. You'll find billboards in odd places, billboards in usual places, flyers, newspaper ads, signs, banners, coupons, etc.

It's important to include our kids in this project so they don't become immune to product endorsements. This is a consumer-driven society and we're lucky to have so much available to us. However, we sometimes forget we have choices. Plus, we can teach our kids that we can make these choices when we decide where to place our investment money, also.

For instance, Cora learned the other day that - even though we don't own stock in a particular company - we still have a say about we see on TV. The ad we viewed placed a couple in an inferior predicament, and we didn't like what we saw. So, we found the company website and the email where we could contact a public relations person. We stated which ad we saw and for what product (this company carried a plethora of products, so we specified). We explained why we didn't like the ad, and we asked why they chose to display their product and these people in a subservient manner to other people in the ad.

We actually received a response! The person who replied said their "test group" approved the ad, and that they didn't see anything wrong with how they portrayed the people. I wrote back and wondered who they used for their "test group." They stated they couldn't release that information, and that - in fact - they didn't have that information.

You, too, can become part of a "test group." Just contact an advertising agency in your city or town. If they don't do tests, they may know a group that conducts product responses. You give out your phone number and then you receive calls based upon your qualifications. You must fit the consumer profile, and you may (often) receive money and/or a free meal and/or a product sample for your participation. You go to the test place, answer surveys, perhaps you test the product. Then you give your reactions and you go home. This all takes from one to three hours, max.

Given the information above, does something sound wrong to you? You bet! The test group is a part-time job for some and holiday money for others. If you're in the process of investigating a company for future investments, some deep digging like this may either turn you on or off regarding your final decision?

Not all companies can afford test groups or large advertising budgets, so we can always chose to invest beyond the promotional gimmicks. Last week, we talked about how to check a company's annual report for budget items. You may already have a company report in your hands. Look for a category labeled "advertising," or "promotions." If the price tag seems exorbitant compared to the company's profits, you might question the company's strategy.

Epilogue: Several months passed, and Cora and I happened to see the product ad again on TV. However, the ad was vastly different, and the actors portrayed individuals using this product in a more positive light. While we're sure we weren't the only complainants, we were impressed that this company made changes. That counts, especially in a world filled with a lot that can go wrong?

Until Next Week,
Linda Goin