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For Mark Pavan, the choice was simple.
The president and CHO of the new online dating service Lemontonic could either a) spend roughly $200,000 on a 30-second TV commercial that would have a limited shelf life and require additional dollars to procure air time, or b) invest a similar amount of money in a product placement deal with a new reality show featuring dating as its premise.
"For me, it's a no-brainer," says Pavan of Lemontonic's deal with Hooked LTp, the latest offering from Lone Eagle Entertainment-the Torontobased company behind reality shows Popsfars and Supcrmodek "It's such a no-brainer that I can tell you it wasn't even a choice for us-we would not have done a commercial at this point in our marketing strategy. It...