Analysis: Advertising placement in film and television dramas has become the norm in marketing

It is reported that the large-scale rural TV series "Those Years" will be launched in Shandong in the near future. On September 11, 2009, an investment promotion meeting for product implantation was successfully held at the Beijing News Building Hotel. The producer and the 11 participating 4A advertising companies have all signed cooperation agreements on film and television advertising implantation agency, and will authorize their investment promotion and agency for placement advertisements. The reporter also learned from many aspects that "Those Years" will follow Hunan Satellite TV's commercial operation models such as "Invincible Ugly" and "Meteor Shower", and will provide partner manufacturers with a broader marketing platform to integrate their brands and products in the plot. More cleverly integrated into modern rural life.

Perhaps many people don't know that product placement advertising was born in the United States as early as the late 1940s. After years of development and baptism, many brands in the world have been convinced by this inadvertent eye-catching model, such as Steven Spielberg's 1982 film "Alien", and the scene of the little boy Elliot's favorite Reese chocolate attracting aliens has become a milestone in successful product placement advertising. Its successful advertising placement led to a 65% increase in chocolate sales and became one of the most popular chocolates in the United States at the time.

Nowadays, we can not only feast on the luxurious feast of beautiful cars in the dazzling "Transformers", but we can also trace the struggle of various well-known brands in many film and television dramas such as "Who Is the Boss of Our Youth","Invincible Ugly", and "Struggle".

In China, with the symbolization trend of mass consumption, product implantation has gradually evolved into brand implantation, which has become a new marketing trend in the development of international brand marketing, and has served as the main theme in the current brand economy. Song of triumph.

Industry insiders pointed out that this kind of marketing model must not only consider the need to fully integrate precise brand and product positioning with the film and television plot to ensure the artistry and viewability of the film and television plot as much as possible, but on the other hand, it must also ensure that the audience of the film and television is integrated with the audience of the company's own product. Only then can we help the company open up new markets and improve the company's marketing plan with half the effort.

In addition, product placement advertising is also a focus of debate. For example, some foreign social organizations have criticized product placement advertisements for including products with ethical and legal disputes such as tobacco, alcohol, and guns, thus evading legal constraints. Critics also believe that product placement advertisements for alcohol and tobacco products in some movies and televisions often depict situations and advocate the use of these products by minors, which has negative effects. Some scholars have proposed that the objects of product placement advertising should be limited, especially for product placement targeted at children. For audiences of other ages, it is more difficult for children to identify the hidden commercial intentions of products appearing in programs or plots. They are easily confused or deceived, and product placement advertising should be subject to more controls and restrictions.

There are still many things that can be discussed about advertising placement. After all, the marketing model of product placement advertising in my country is just in its infancy.

However, from a simple logical reasoning, we can discover a new marketing perspective. Take "Those Years" as an example: Advertisers intervene in the early stage-producers actively negotiate and tailor the series for advertising-need to ensure that there is an excellent broadcast platform-TV stations intervene-plot modification. It can be seen that the most critical point in this chain lies in an excellent broadcast platform that can ensure ratings. This not only ensures that its products are fully exposed in the plot, but also its high ratings are a key weapon for companies to open up a vast rural market.

That is to say, if we avoid the huge cost of CCTV advertising that is increasing year by year and choose relatively economical product placement advertising, this is undoubtedly a brand new marketing model for small and medium-sized enterprises that have been eroded by the financial crisis.