The progressive transformation of product placement from "disturbing" to "lurking"

this seems to be an era of ldquo; implantation & rdquo; all-pervasive.

wake up in the morning and turn on the TV and the news anchor is broadcasting the news. She is armed with ldquo;-rdquo;, from hairstyle to clothes, to the laptop in front of her, all tied to business. In other words, almost all the aspects of your life have been pre-planted with advertising since you opened your hazy sleep eyes.

In fact, you have got used to this point. Because even if you are tired of the real world in front of you, you want to have some fun in the virtual world. Even secretly eating food on Kaixin.com can not escape the shadow of implantation. Even if you want to dress up your little slave, you will be told & ldquo; let her experience Estée Lauder's star eye cream, which will make her eyes glow! & ldquo; well, as long as advertisements are not so annoying & rdquo;, so the moment you hit the enter button, an era of all-pervasive ad placement is coming at you!

strong > & ldquo; implantation & rdquo;: Progressive Transmutation / strong >

apart from the cases such as the implantation of BMW motorcycles in the classic movie "007", the earliest advertising implantation in China should be the Bailong mineral pot in "the Story of the editorial Department." Although the manufacture of product placement at that time was still very rough, according to the customers who worked with the crew at that time, the most important thing was to have the right to know. In other words, in filming the implant advertisement of Bailong mineral pot, the enterprise has monitoring in the process. What Li Dongbao said and GE Ling said, the company knew very well in advance, and the crew never played charades.

if most Chinese audiences gradually find the feeling of ldquo; implanted & rdquo; and & ldquo; implanted & rdquo; in Feng Xiaogang's series of New year's films, then Feng Xiaogang has well inherited the essence of & rdquo; implanted in the editorial department of ldquo;. Without charades, enterprises have the right to know. That, of course, is far from enough. The hard placement of ldquo; no longer works. In the context of experiential economy, placement has become quite different. & CEO Qian Jun, a rdquo; win communication consultant, pointed out that on the one hand, product placement should emphasize the problem of invisibility, so that advertising should be properly integrated into the background theme, on the other hand, it is very important to communicate with consumers through implantation.

in Qian Jun's view, the operation level of domestic product placement has been refreshed in an all-round way. How to effectively extend the influence of advertising in an ambush? China Merchants Bank coincides with ldquo; at the Olympic opening ceremony & rdquo; is a very successful case. Since 2006, China Merchants Bank has begun to plan for the Olympic year. After several discussions, China Merchants Bank Credit Card Center finally decided to & ldquo;2008 and the world & rdquo; as the theme. In the 2008 Spring Festival Gala, China Merchants VISA Olympic credit card was implanted for the first time. On the eve of the opening of the Olympic Games, I learned that it might coincide with ldquo;, the Chinese character box in the opening ceremony. Rdquo;, Merchants Bank immediately adjusted the large advertisements on the print media, focusing on the themes of & ldquo; and & rdquo;. After the high fit of the opening ceremony, China Merchants Bank further extended the product promotion and release cycle, which took several years to prepare, effectively extending the applicable period and influence of the invisible fit.

of course, growing together with product placement is a more and more dominant market. According to PQ Media Market Research, companies around the world spent $4.38 billion in 2007 to promote their brands and products in TV shows, MV and movies, and PQ Media expects that figure to reach $7.6 billion in 2010.

the problem facing advertising companies, enterprises and media is how to successfully select actors and find the right position in a more and more dominant market.

strong > lurking: nourishing everything silently / strong >

the fragmentation of media, coupled with the development of network and video games, has made it difficult for enterprises to move consumers in a simple and straightforward way. Compared with direct interruptions, product placement that nourishes everything silently is more acceptable to consumers.

in many enterprises, automakers have always been the backbone fans of placement advertising. Mercedes-Benz even implanted its GLK350 debut in HBO's most popular "Sex and the City" show. After a shopping spree, Samanda, one of the stars, put about 20 shopping bags in the trunk of her white GLK350, including LV, Chanel, Herm è s and other famous brands. Mercedes-Benz follows a thorough fashion line. Yan Xin, national executive creative director of Shangyang Media and managing director of Beijing, analyzed that Mercedes-Benz has a consistent tradition of choosing film placement and advertising, and the key to its inspection is to see how well the film matches the car itself.

in the implantation era, in addition to the big players who spend a lot of money, small and medium-sized enterprises are also a force that can not be ignored. In 2009, Loren Home Textile decided to launch its home direct sales brand LOVO, how to make a new brand quickly gain trust among consumers. Its trader Shao Guoyun also took a fancy to ldquo; Invisible Implant & rdquo He cooperated with a local program called "the World of husband and wife" to distribute LOVO products to star guests in the form of prizes, so that the organic combination of stars such as Wen Zhaolun and Li Xiaolu with the products is very helpful to enhance the trust of the products. According to its disclosure, & the cost of ldquo; implantation is only tens of thousands of yuan, and he can do things without big money. What he sees is not the influence of the platform, but the subsequent extension of the value chain after the combination of stars and products & rdquo;.

it is not necessary for large enterprises and well-known brands to show their strength in the implantation era. Qian Jun believes that when carrying out placement advertising, regardless of size, the key is to find the meeting point between the implantation background and the brand, and to be able to do effective extension. arouse the resonance of the audience, to achieve effective communication is the king.

strong > make: secrets that cannot be told / strong >

placement may be facing the best of times.

it is understood that although in recent years, implanted advertising has gathered more and more eyeball effect. But Chuanli and Gunyi China began to set up professional teams at least six years ago to explore the placement of advertisements.

Shangyang Media Leslie yao, who used to operate Mercedes-Benz and "perfect" placement ads, stressed that product placement is no longer a simple placement, but a series of carefully planned marketing events. In addition to the placement of advertisements in the film, every link can not be missed from the film shooting to the premiere and promotion period. & ldquo; is a packaged solution & rdquo;. Simple advertising implantation has gradually shown a weakening trend in film marketing. For example, for Huayi, which is already experienced in advertising placement, product placement is only part of the cooperation, film publicity activities, distribution channels of media dissemination, etc., whether customers can fully cooperate is also the focus of consideration.

Qian Jun analysis, the domestic planning team has gradually established a relatively mature business model. The future development trend is likely to be close to the operation mode of HBO in the United States. For example, Hunan Satellite TV has gradually established its own mode of operation. According to the traditional mode of operation, programs and advertisements are divided and conquered, but in Hunan Satellite TV, the program department and the advertising center carry out integrated marketing. On the one hand, the advertising center is responsible for external communication and investment negotiations, while once the project is completed, the program department has specially equipped commercial choreographers to continue to follow up to ensure the operational details of advertising in the program. In this way, it is possible to take the TV station as the platform and be able to gather financial advantages and excellent companies. On the other hand, Hunan Satellite TV has also begun to emphasize fine farming. For example, while talking about product placement, it has paid great attention to inculcating customers with the concept of "ldquo; program quality first-rdquo;", persuading customers to carry out flexible implantation on the basis of respecting the program.

The fragmentation of

media brings the most fundamental change to the implantation era, perhaps in providing more imaginative space and stage. It is understood that implantable video clips are also looking for ldquo; seed & rdquo; in communication with customers. Wang Zhongjun of Huayi once said an intriguing saying & ldquo; if you give me 1 million yuan and ask me to add an unreliable lens, I certainly won't; if you give me 10 million yuan, I will use my brain to make the unreliable lens reliable. & rdquo;

this more or less illustrates the hidden rules of the implantation era, although there is no standardized operation manual, the evaluation of the effectiveness of advertising is still lagging behind. But the rapidly expanding business model speaks for itself, and this is the most confusing and seductive scenery of this era.