By Jane Han
Staff Reporter

Once it was a BMW sedan or Inifiniti coupe used as props in a television drama that enticed viewers to buy them. Nowadays, the so-called ``product placement'' advertisements not only include fancy vehicles but, more and more, are focusing on smaller, less conspicuous daily necessities.

In the recently-ended SBS' hit drama, ``On Air,'' the star scriptwriter character was frequently seen brewing fresh espresso at home whenever she needed an energy boost, and none of these scenes went by quick enough to miss that she was using a DeLonghi coffee maker.

The high-end Italian appliance maker said its coffee machine sales jumped about 20 percent, most likely backed by these brief exposures. This demonstrates why more and more marketers are turning to in-show product placement (PPL) advertisements.

``Viewers relate to products better when they see characters on TV use them in their daily lives,'' says Sohn Seung-hee, a spokeswoman for Daewoo Lucoms, a local computer maker. ``The audience is ultimately our potential consumer, so we prefer this method over kicking off major commercial campaigns.''

Daewoo Lucoms' computer products have so far been seen in three TV dramas, and Sohn says sales or inquiries went up after each airing.

Mobile phones are another popular PPL item thanks to their relatively easy exposure.

A Pantech & Curitel cellular phone sported by a rich and charismatic male character on the 2004 SBS drama ``Lovers in Paris'' reportedly sold more than 50,000 sets the first month the show aired.

Since then, other handset makers such as LG and Samsung have competed to get their phones in the hands of soap stars

``PPL is a win-win for both show producers and marketers,'' explained Kim Sung-tae of I Want Media, a local marketing company specializing in PPL promotion.

He said television shows and dramas get about 40 percent of their production costs funded by companies who pay for their product's appearance.

Sung said although this ``subtle promotion'' has long been shunned among local television viewers, the perception is slowly changing.

``The younger generation enjoy looking for the same products used by celebrities, so it's become their way of learning about the latest trends,'' he said.

Companies overseas more widely play up PPLs, and Apple is among those that is known to be one of the best at strategically placing products. Its brands have appeared in CBS's ``CSI: NY,'' Fox's ``24,'' and HBO's ``Sex and the City.''

``Cleverly taking advantage of this PR method can work as a priceless tool for marketers during an economic slump,'' said Sung.

Although PPLs are successful most of the time, at times it can bring unwanted feedback, experts say.

SAAB convertibles were painted as cars for the air-headed rich, after a male star carelessly drove around in one in the 2000 drama ``Juliet's Man.''

jhan@koreatimes.co.kr