Marketers explore product placement.(News)(Column)

Byline: SEAN CALLAHAN

Large b-to-b marketers such as American Express and Ford Motor Co. are among the top spenders on advertising in the world, but these companies, along with others, are increasingly using alternative marketing methods such as product placement.

Ford is, of course, a big believer in traditional marketing tactics, spending $2.23 billion on U.S. advertising last year. But the company is also looking for different and perhaps more effective ways of reaching its audience.

"Compared to 10 years ago, we have a lot more tools available