Many of the prizes awarded on game shows are provided through product placement, but in some cases they are provided by private organizations or purchased at either the full price or at a discount by the show. There is the widespread use of "promotional consideration", in which a game show receives a subsidy from an advertiser in return for awarding that manufacturer's product as a prize or consolation prize. Some products supplied by manufacturers may not be intended to be awarded and are instead just used as part of the gameplay such as the low-priced items used in several The Price is Right), pricing games. Although in this show the smaller items (sometimes even in the single digits of dollars) are awarded as well when the price is correctly guessed,even when a contestant loses the major prize they were playing for.