The increasing number of product placement advertising, car product placement marketing should be "deeply rooted"

implantable advertising has attracted great attention in the automobile industry recently.

from a practical point of view, some product placement can really strengthen the influence of the brand, especially the protagonist in the product placement, if the product is expressed in an appropriate way, its strong psychological implication and brand value spirit, it will have a very favorable impact on the brand, which can not be infiltrated and influenced by general advertising. This intensifies people's attention to product placement and regards it as an effective solution in the mature stage of marketing brands. However, at present, there is a gradual increase in the lack of theoretical system and knowledge of simple product placement, which shows that the placement of advertising needs to be further strengthened through the academic research of the brand.

from the level of the use of product placement, it can be divided into the following layers.

the first level of placement, we call it; passive placement; advertising.

that is, the enterprise invested in the implanted advertisement is found by the author of the film and television drama. The enterprise passively accepts the invitation of the film and television playwright or producer in the form of advertisement, and plays a simple role in the film and television drama. However, the connection between the product image implantation and the plot is relatively strong, or even has nothing to do with it, just appears in the plot.

this kind of product placement is the lowest type of product placement. It can only remind consumers to pay attention and pay attention, but it is difficult to prompt and persuade consumers to buy. This kind of advertising, more to play the role of consumer memory consolidation of the old brand, can cause consumers who have bought such brands, or have some knowledge of the brand itself, the role of brand memory, similar to road sign advertising.

the second implantable advertising is that implantable products act as key assistants.

the characteristic of this implant is that the implant product plays a key role in the key plot, which we call active implantation.

this kind of implantation requires the enterprise to intervene in the planning and design of the implanted object at the script stage, take the implantable product as the protagonist, and at a critical time, play a decisive influence on the plot of the whole story. or it has a decisive influence on the fate of the protagonist.

the third kind of implantation is the brand of the implanted advertisement, playing the leading role, which is the highest level of the implanted advertisement.

on this level, the product not only participates in the script design stage, but also designs him as the protagonist in the design process and becomes the second protagonist.

this implantation causes the implanted product, such as the car, to become a substitute for the protagonist in the plot, which will give consumers a strong sense of heroism, which is an embodiment of the heroism and image of the protagonist, that is, it is not only a kind of instrumental implant, but also a kind of interesting and visual implant. This implant contains a potentially successful psychological interest, which gives the product a certain style.

in the automotive field, if well-known brands use active placement advertising, it can play a good role for brands. But an enterprise, how to use product placement, the core is to start from the company's brand strategy, that is, to what consumers, want to convey what kind of information, to what extent to attract the attention of consumers.

if it is an old brand, not to launch a new product, but to consolidate consumer memory, then passive implantation can play a good role. For example, Volkswagen can use passive implants and then compete with prizes to guess how many times the car has appeared in this film and TV series, what kind of important performance and so on.

on the one hand, this can enhance the influence of automobile products with the help of the influence of movies and TV dramas. On the other hand, it can also attract the attention of some consumers, and then some VCD can be given away in the middle of the operation, which is generally a relatively complete integrated marketing operation process of passive product placement advertising.

the situation is different for active implant tools. Its role is to persuade consumers to change their brand perceptions of products. It needs to design a hero story, and let the car become the hero's main assistant at a critical time, so it becomes the protagonist in the film and television.

Finally, the implantation of advertising, in the operation of ideas, must adhere to a principle, that is, the principle of integrated communication. We must not simply rely on the influence of film and television product placement, but must cooperate with the integration of communication means to improve consumers' attention to the brand.

of course, active product placement needs to be set up and developed, and it needs to be directly involved and promoted. Therefore, to a certain extent, there is still a great risk, because there is a lot of uncertainty about whether a film and TV drama is best-selling and popular. But at the same time, it also has an advantage, that is, the cost is relatively low. Therefore, this has high requirements for the designers of product placement. Requires it to have a deep understanding of film and television drama in order to truly grasp the characteristics of film and television drama and achieve a fundamental breakthrough in the brand.