Film placement advertising effect has advantages and disadvantages online game implantation needs to be developed

In fact, product placement advertising has a history of more than 100 years. It refers to the strategic integration of a product or brand and its representative visual symbols and even service content into the form and content of film and television programs. Through the reproduction of scenes, the audience can Unconsciously leave an impression of the product and brand, and then achieve the purpose of product marketing.

Implant marketing has unknowingly entered our lives and has become another important means for companies to promote their brands. The Chevrolet cars in "Transformers" that let us relish; Bond's car, beer, vodka, VIAO computer, Sony Ericsson mobile phone in the movie 007 series; VISA, Motorola, Lexus, etc. in "Infernal Affairs" are all product placements.

So which companies are suitable for product placement, and what should we pay attention to when doing product placement marketing?

Which companies are suitable for implantation”

In a broad sense, any company or industry can achieve the purpose of promoting corporate brands through implant marketing. The effect depends on whether the technique is clever.

We have seen some companies greatly discount their brands due to product placement, which has a negative impact. This does not mean that there is a problem with implant marketing, but there is a problem with the method and degree of implant. The simple and crude implantation behavior brings us too profound warnings and thoughts.

Take the implantation of Zhao Benshan's sketches into Guojiao 1573 as an example. Because it seriously deviates from the positioning of Guojiao 1573's high-end brand and the culture of elite brands, it deviates from common sense of life, and ignores people's moral judgment orientation on this matter. As a result, under the attack of competitors, it turned into a public relations crisis for Widow Liquor, making people feel sorry for the company.

Therefore, if an enterprise wants to do a good job in implant marketing, it must first understand the personality or characteristics of implant marketing. Implantation marketing is a complex, serious professional problem.

Good implant marketing should allow consumers to appreciate the high-end image and profound meaning of the brand in the process of savoring the brand. Make people unconsciously leave the impression that the brand must be the first brand, generate purchase impulse, and achieve the effect that new consumers are willing to try the brand; old customers will be more loyal to the brand, and even recommend others to consume the brand.

Canon has set an example for us in this regard. At that time,"Hoh Xil" became popular all over the country. Canon only spent 4 million yuan in sponsorship fees to allow the audience to see the natural scenery taken by the protagonists on the Xizang plateau with Canon cameras and the real pictures of hunting and hunting the endangered Tibetan antelope in the film. It also allowed the audience to deeply understand Canon's brand concept of protecting nature that has been advocated for many years. Canon subsequently launched themed promotional activities such as using Canon DV Group to find a green world, allowing consumers to further understand the connotation of Canon's imaging culture.

Of course, corporate product placement cannot replace regular advertising. It is just an auxiliary form of advertising. Its role is limited. Although, it also plays a role in promoting new products and new functions. But its biggest advantage is that when it has a certain popularity, it strengthens consumers 'awareness, attitude and behavior towards the brand. Only when product placement closely cooperates with regular advertising can it fully play its role.

Implantation marketing moistens things silently”

Implant marketing is not only an inevitable trend in advertising development in the digital communication era, but also a need for media development. The biggest advantage of good implant marketing is that it is popular and lasting. Because of its silent advertising effect, it can bring win-win results to producers and sponsors, and is a tool for companies to build their brands.

With the reduction of advertising time during prime time in China and the continuous rise in prices, coupled with the rise of digital on-demand TV and online TV, the role of traditional advertising is increasingly questioned, while product placement advertising can unknowingly let the audience accept and recognize it, conveying the corporate brand and corporate spirit. Because of this, product placement is increasingly respected by merchants, and a large number of companies have begun to use product placement as an important means of brand promotion.

In addition, advertisements implanted in film and television works will be screened in multiple rounds in various regions for longer and wider dissemination, and even become permanent advertisements when derivative products such as DVDs are released.

According to surveys, at present, the traditional TV advertising market is becoming saturated, and the traditional TV advertising model can no longer meet the needs of advertisers. For product placement, a special form of advertising, 42% of respondents expressed acceptance or very acceptance, 47% of respondents expressed moderate acceptance, and only 11% of respondents expressed relatively disapproval or very disapproval. P & G executives have hinted more than once that the company is changing its TV advertising strategy, and creating product placement ads that consumers are willing to choose to watch is the focus of their next marketing step.

In fact, in real life, there are also many carriers for implantable marketing. In addition to the product placement in movies or TV shows that we are aware of, product placement is also beginning to appear in newspapers, magazines, online games, mobile phone text messages, popular songs and even books. Therefore, if you do well in implant marketing, you can become a powerful and ubiquitous invincible marketing.# p# Subtitle # e# Implantation Marketing resonates with consumers”

Implant placement advertising is developing rapidly. From silent props to incorporating character lines, and even specially designed scenes, as long as it is a medium that can convey information, it can become a carrier of implant placement advertising. In the future, whoever can more successfully and cleverly embed advertisements in promotional carriers will be the biggest winner.

While pursuing material value, implant marketing must also pay attention to the resonance of aesthetic taste, humanistic connotation and consumers. Producers need to explore the personality characteristics of the product. For example, the movie "Du Lala's Promotion" shows a large number of beautiful scenery in Thailand, and many viewers yearn for traveling to Thailand. The Tourism Board of Thailand only made this tourism advertisement for 700,000 yuan, which is very cost-effective.

When Chevrolet's New Sail is about to be launched, it focuses on fuel economy and the second-and third-tier markets. In the end, Herun Media helped customers choose "Rural Love Story". In the first episode, it focused on displaying all the selling points of the New Sail. Once the play was broadcast, it greatly boosted the sales of the New Sail in the Northeast market.

Implant marketing requires integrating the product into the specific environment of the film to form memory points. For example, the Dali Garden Priority Milk endorsed by Gao Yuanyuan was integrated into the youth idol drama, forming a very great memory point: Do you know what priority milk is? I am a girl, I come first!& rdquo;

Implant marketing can also create conditions for the carrier's environment to become the background of the film. You might as well learn from Hokkaido in "If You Are the One". If you have a very large technology park or advanced production equipment and processes, try to let them become the background in the film as much as possible to convey the company's strength and culture.

However, there is a line between showing a brand in a movie, TV or MTV plot. Really smart marketers will not cross this line. They want the brand they promote to appear in a specific scene, but they cannot be the center of that scene, otherwise it will really be no different from hard advertising. Therefore, as a perfect product placement marketing, its products should be integrated into the plot of movies and TV. Of course, to achieve this requires sincere cooperation between advertisers and program producers.

Therefore, the highest level of implant marketing should focus on focusing on poetry, and integrate marketing and advertising into TV, movies, storylines, scenes, and props in a non-revealing way, so that people can accept product information without realizing it. It can not only highlight the meaning of the brand and the spirit of the enterprise, but also ensure the quality of art. Of course, implant marketing should also avoid blindly pursuing the number of times the brand appears while ignoring the audience's attention, causing psychological disgust of the audience and having a negative impact on the brand.

In addition, companies that choose movie content marketing should also conduct movie patch advertisements and offline activities, and also do some topics to spread at the public relations level. Only in this way can a better communication effect be achieved, especially for the implantation of new brands, secondary communication is necessary. For example, Zoomlion chose the patch advertisement for "Tangshan Earthquake" and also participated in the premiere, as well as authorized posters.

Today, the development of product placement marketing has become an international trend and trend. Whoever can use product placement more successfully and cleverly is the biggest winner.

Fu Family Life on the Great Wall

Automotive film and television implant marketing is no longer new in developed countries such as Europe and the United States, but it has been a matter in recent years in China. In the movie "If You Are the One", Subaru Motors has earned enough attention; Skoda Motors appears everywhere in the movie "Crazy Racing"; Behind the well-known 007 is the stage for car shows. It can be seen that film and television implants are being used in marketing methods by more and more car companies.

Among several popular film and television dramas in the first half of the year, our province's own brand Great Wall Haval SUV stole the limelight. It not only allowed Lao Fu to experience urban happiness, but also allowed Li Qingge in "All the way to Gesanghua" to reshape contemporary young soldiers. style.

Great Wall Motors has always selected film and television dramas carefully, and requires that the implanted models must be closely relevant to the plot and character identity. When reviewing Haval's "All the Way Gesanghua" project, President Wang Fengying once said: Haval's SUV appeared in the play as a working vehicle for officers and soldiers stationed in Tibet, which was consistent with its SUV model positioning. The connotation of Haval's brand coincides with the pursuit of hard work and enterprising spirit of the officers and soldiers stationed on the plateau.

According to relevant sources of Great Wall Motors, Great Wall Motors has been extensively involved in film and television implants in the past three years. Among them, the Haval SUV series is the most important model for film and television implants. Great Wall has participated in the filming of as many as 50 film and television dramas, and has directly participated in the film and television dramas. There are more than 20, including "Top Secret Escort","Boss's Happiness","All the Way to Gesanghua","My Leader My Regiment","Serious Crimes Six Groups III","Night Assault" and other plays.

Experts analyzed that Great Wall's implant marketing is cleverly done to integrate Haval SUV with the implant carrier. In addition, Haval SUV has gained a certain popularity, and product placement advertising has strengthened its brand impression and received the icing on the cake. It is understood that in the first half of this year, Haval sold a total of 72,000 vehicles, achieving a year-on-year growth of 160%, accounting for 12% of the total SUV market share, surpassing the 2009 sales champion CR-V and becoming the national SUV sales champion.

Online game implantation is in urgent need of reclamation

In the United States, in-game advertising already accounts for more than 60% of game advertising revenue.

In my country, although the number of online game users is huge, according to data released by Internet research institutions, my country's online game product placement advertising is still in its infancy. However, a successful online game has tens of thousands or even hundreds of thousands of players online every day, making its advertising value full of huge imagination. Online game operators should fully explore this virgin land.

It is estimated that by 2011, the size of my country's IGA market will reach about 1 billion yuan. What is certain is that the prospects of IGA as a new profit model have been recognized by more and more companies, and the media value of game platforms is gradually being explored.

Of course, customers are also very picky. They advocate result-oriented, so operators must accurately release the products based on the sales area, age group, consumption habits, lifestyle, media habits, etc. At present, the age distribution of online game users is between 15 and 30 years old, which determines that the current built-in advertising in games is mainly concentrated in the transportation and fast-moving consumer goods industries, such as traditional industries such as beverages, sporting goods, and instant noodles, rather than high-end consumer goods mainly on traditional advertising platforms.