Car advertising is entering the film and television product placement marketing is a development trend

compared with the characteristics of traditional hard advertising, such as fatigue bombardment, forced viewing, high preaching, poor timeliness, low audience acceptance and so on, the posture of implantable marketing is much softer. Audiences can choose to watch different films according to their own wishes, which greatly reduces the resistance to advertising and the psychology of defense. At the same time, because there is a cost to buy movie tickets, consumers who are not interested in such films will not buy tickets to watch them, which naturally makes targeted implantable marketing more effective.

through the integration of products and movie stories, implantable marketing can achieve the purpose of highlighting brand value and image, which is especially effective when new products are on the market. Especially for those new products that are not well-known or little-known, implanting the movie scene is tantamount to providing a detailed product-ldquo; instruction manual-rdquo;. In addition, for those enterprises that have just undergone brand reengineering and need to be repositioned, there is no faster and more effective way to convey the connotation of a new brand than implanting a suitable movie. A few years ago, Germany's Mercedes-Benz launched a product implantation in the movie "II in Black" in order to regain the favor of young consumers. Through reasonable plot design, marketers have successfully highlighted the new brand image of ldquo; driving Mercedes-Benz & rdquo;. On the other hand, BMW's Mini Cooper series has beautifully won the love of young fashionistas by sponsoring the movie "steal the Day".

in this era of national entertainment, the automobile marketing industry has tried its best, and automobile cultural entertainment marketing has also been widely used. From the endorsement of car brands by stars everywhere, to the popular "Transformers" and "Crazy Racing", automobile cultural entertainment marketing relies on the influence of star programs and star figures, in the way of a combination of the strong and the strong, tends to be a soft way of propaganda, pushing relevant car manufacturers or models into the market craze.

< center > < font size= "2" > Movie Crazy Racing (2009) stills < / font > < / center >

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so with the popularity of film marketing, more and more automobile products are not satisfied with simply showing their faces on the screen, they are more involved in the content of the film itself and are imperceptibly combined with the characters or style of the film. In the film and television works such as Crazy Racing, Skoda brand regards implantable marketing as an important means of communication, which plays a positive role in automobile publicity. The author thinks that it is mainly determined by two factors:

first of all, the success of the placement media itself is the basis for the success of brand implantation marketing. "Crazy Racing" has become a topic of great concern, and successful films bring successful publicity effects, which is the basis of successful implant marketing.

secondly, the close agreement between the form of implant marketing and the brand and products is the guarantee of the success of brand implant marketing. The film closely revolves around cycling, and Skoda has a deep relationship with cycling. Skoda Mingrui, as the most important vehicle prop in "Crazy Racing", fully demonstrated its excellent performance. This attempt has played a positive and positive role in the promotion of Skoda brand and bright products.

in 2009, the movie "if you are the one" and Subaru almost became a pair of related words. When it comes to "if you are the one", Subaru is bound to mention Subaru, and those who did not know why the blue six-star logo is driving are surprised to find that there is also a Japanese car named ldquo; Subaru & rdquo; among many car brands. What is impressive in the film is not only the leisurely and beautiful natural scenery of Hokkaido, but also the eye-catching Subaru shuttling through the mountain paths of Hokkaido. Subaru has always been famous for its high performance, and its unique left and right symmetrical full-time four-wheel drive system is perfectly combined with the horizontal opposite engine, giving car owners a sound driving pleasure. This time, Subaru joined the movie to integrate the essence of automotive products into modern emotional life, so that the car becomes fresh and vivid, into the hearts of more people. It is reported that Subaru's collaboration with if you are the one is very successful, and sales of Subaru's arrogant tiger soared after the film hit that year. The subtitle # p# subtitle # estrangement call transfer 2: love left light right is not the most attractive protagonist in the romantic comedy "Love call transfer 2: love left light right". This car is laughed by many netizens as the most human car in the world, and has become an eye-catching superstar in "Love left Light right". The new Feido is deeply involved in "Love left Light right" from a new angle, which directly affects the tone and style of the film. The storyline of "Love left Light right" is that ldquo; is looking for the most FIT lover & rdquo;,. The belief it conveys is that the life style experienced by the protagonists of ldquo;Fit is best”, is & ldquo;Let‘s fit”. It is the deep implantation of Xinfeido, FIT values, FIT lifestyle throughout the "Love left Light right", closely linked to the brand connotation of Xinfeido. In fact, the hero and heroine of "Love left Light right" is the target audience of the new flying degree, and their life manifesto is the brand manifesto of the new flying degree. At the end of the film, it ends with a passionate kiss of two flying cars, a lovely move that brings a knowing smile to the audience.

< center > < font size= "2" > movie "Love left Light go right" (2008) stills < / font > < / center >

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the collaboration between the Mazda Rui Wing sedan, which is aimed at fashionable mounts, and the movie du Lala's Promotion, perfectly illustrates the preferences of white-collar and even gold-collar workers for car brands and models. As the highest-end model in the whole series, Mazda Rui Wing sports car combines the advantages of sports car and sedan, interprets the essence of advanced sports car, and is a perfect combination of individual appearance, extreme sports and advanced equipment. The unique five-door hatchback body and the sports design all over the car have achieved the impact of falling in love at first sight, while the textured all-black sports interior reflects the great tension of the sports car style, and the comprehensive optimization from the suspension system to the power system ensures the extreme sports performance, while the leapfrog luxury equipment represented by the top BOSE audio adds an extraordinary high-level sense to the Mazda Rui wing coupe. The charming sports car appearance and interior, extreme sports performance and safety performance, as well as leapfrog equipment, will become the first choice for the elite who are mentally active, energetic, well-versed in the true meaning of sports and driving fun.

now bus enterprises pay more and more attention to marketing, and how to learn from the marketing experience of consumer goods has become an important part of enterprises' thinking. As Suzhou Jinlong provides Hagrid buses for the film "moment of Life and death", the marketing method of bus brand promotion and film and television is gradually being adopted by bus enterprises.

Although the bus is an industrial product, it is closely related to the life of the people, the travel of the people, and the environment and safety of the society. Because of this, there is the saying that the bus is the business card of the city. Now, people have more and more say, their impression of a certain bus brand will affect customers' purchase decisions. Suzhou Golden Dragon Hagrid bus and the movie "moment of Life and death" tie the knot, but also want to use the story in the film to highlight the corporate culture and the quality of the bus. The person in charge of Suzhou Jinlong said to the reporter: & ldquo; implanted the brand promotion of Hagrid bus into the film. Suzhou Jinlong is the first in the bus industry. The positive attitude of the young people in the moment of Life and death coincides with the energetic and enterprising spirit of Suzhou Jinlong, a young enterprise. While experiencing the characters in the film facing the earthquake disaster and feeling the true feelings of the world, the audience will also be impressed by the mdash;— Hagrid bus where the story takes place. & rdquo;

Yin Hong, deputy dean of the School of Journalism and Communication at Tsinghua University, believes that product placement is a trend in the development of the world media and advertising industry. apart from innovating advertising forms, it is also to alleviate the interference of hard advertising to viewers. While ensuring viewers to continue to watch programs, complete corporate brand and product promotion, so that television stations can win revenue. Yu Guoming, deputy dean of the School of Journalism and Communication at Renmin University of China, believes that product placement means wisdom and planning, and is by no means simple placement and collage. That is why in recent years, we have increasingly used the word & ldquo; implant & rdquo; instead of the word & ldquo; placement & rdquo;: & ldquo; & rdquo; is too extensive, & ldquo; plant & rdquo; is exquisite. Well, it is necessary to find, have, and even cultivate ldquo;-rdquo; soil. It is not that ldquo; audiences cannot accept product placement, but that it is too rough to plant ads. & rdquo; the author believes that product placement emphasizes ldquo; kung fu beyond poetry & rdquo;, moistens everything silently with ldquo; & rdquo In the way of skillfully integrating advertisements into the program, so that viewers can unconsciously accept product information, we should avoid rigidly implanting advertisements that have nothing to do with scenes, props and scenes into the program, and avoid blindly pursuing the frequency of brand appearance. cause psychological disgust to the audience and have a negative impact on the brand.