Product Placement

When I was watching Psych the other day, I noticed a product placement for Axe products with the character saying something to the effect of "They flock to them, like ladies to men wearing Axe". Product placement is when a show or movie place either a product's logo or a blurb about the product within in exchange for payment from the company of the product. I don't think product placement is bad unless it really is detrimental to the quality of wherever the product placement is. The Subway product placement clip shown in class was an example of being at least slightly detrimental to the show because the mention was both long and had nothing to do with the show. I might be underestimating the power of celebrity influence on people but I see no harm in the Coca-cola labels being placed in a way that the camera sees them for the judges on American Idol. I also find it interesting that shows often have to modify names of products so they are spoofing brands, like with Pear computers on ICarly, so they won't get penalized from using a company's brand unauthorized but the viewer will still know what the product is referencing. This is to make sure that a company's brand won't be used in a negative light. How big of an influence do you think product placement has when paired with celebrities?