New brands VS mature brands explore the causes and consequences of implant advertising

with the arrival of the era of media fragmentation, based on the increasing saturation of the traditional TV advertising market and the serious resource overdraft of insert advertising, the new radio and television regulations compress the hard and wide space. As a result, traditional advertising can no longer meet the needs of advertisers. In a period of time in the future, product placement is bound to be a supplement to traditional hard advertising. And its unique communication advantages and the brand value proposition demonstrated by its effective combination with film and television programs are also sought after by many advertisers.

in China, because the product placement is still in its infancy, it has not formed a set of effective model, which makes the product placement in most film and TV dramas or stage dramas. Because of its dominant mode of communication and slightly rough means of operation, it has not been recognized and accepted by the audience. So what are the noteworthy problems of a successful product placement, what types of products are suitable for product placement, and what are the better ways for program producers and enterprises to do product placement in the future? This series of problems are worthy of our joint discussion.

< strong > VS movies for product placement < / strong >

< strong > fit < / strong >

fit is the first consideration for advertisers to operate product placement at present, because 80% of product placement takes movies and TV dramas as the main carrier. This also requires that the connotation of the brand is first related to the content of the screenplay, and only when this major premise is met, the advertisements implanted into the program can be effective. In order to do this, as advertisers, we must first understand the plot and content of the script, so as to achieve the relevance between the brand connotation of the enterprise and the content of the program.

Enterprises should not only consider the above factors, but also consider whether the theme spirit advocated by the script matches the brand values of the enterprise. For example, the script is a youth idol drama, advocating youth, health and vitality. However, the product placement arranged in the play is a high-end luxury product. If it is such a logical connection, it is obviously not appropriate. We should also consider the fit between the scene arranged in the plot segment and the enterprise's products, and in addition, in the production, what kind of hidden techniques should be adopted to integrate the advertisement into the program properly without affecting the content of the program & hellip;&hellip This series of problems determine the market response of corporate products after the implantation of the film, so as advertisers, in addition to understanding the fit between the corporate brand and the film itself, we should communicate effectively with the crew.

< strong > effective communication < / strong >

effective communication is the key to the success of product placement, because it directly affects the effect of product placement. That is, through the effective communication between advertisers and directors, we can avoid the product brand being bluntly implanted into the film and television script to arouse audience disgust. At this stage, it is often while the crew filming, while temporarily adding advertising, resulting in advertising is not only abrupt, and even the plot has been fragmented.

then what makes people wonder is: although there are a lot of advertisements embedded in Director Feng's works, they are not disgusted by too many audiences, or even take it for granted. On the one hand, it depends on that before doing the product placement, Director Feng has appropriately arranged the position of the product placement in the script, on the other hand, he has achieved effective communication with the enterprise. It is said that in Director Feng's works, enterprises have the right to know the details of the placement of advertisements, so that enterprises can not only effectively monitor the placement of advertisements, but also protect the interests of both parties.

compared with a relatively mature mechanism formed by Director Feng's successful operation of product placement for many years, for most domestic enterprises and directors, due to the lack of necessary channels of communication and information, how to combine enterprises and program groups in the early stage of film and television production programs to carry out in-depth cooperation has become a key factor in the success of product placement.

how to solve the problem of communication? some existing models of Hunan TV Station may give some inspiration to domestic film and television counterparts. The traditional mode is generally that advertising and program production are separated, but in Hunan Satellite TV, the program group and the advertising center carry out integrated marketing, and the advertising center is mainly responsible for external communication and investment negotiations. After signing the contract, the program group is specially equipped with commercial directors to continue to follow up. Ensure the operational details of the advertisement in the program. Through such a follow-up service, effective communication can be achieved, while ensuring the quality of the program is the first place, customers can be persuaded to carry out effective implantation on the basis of respect for the program.

< strong > New brand VS mature brand < / strong >

product placement is not suitable for many brands in the introduction period, on the one hand, because the product placement appears in the program through recessive means, if it is a brand in the introduction period, it can not quickly arouse the brand association of consumers. naturally, it can not deepen the impression, but compared with the mature brand or the brand which tends to the later stage of the life cycle, it can deepen the brand impression by doing the implantable advertisement. The purpose of consolidating the popularity of products.

can't you do product placement for brands during the import period? The answer is no, for the introduction period of the brand, if handled properly, it can even get twice the result with half the effort. Of course, integrated marketing is involved here, that is to say, in addition to implanting corporate advertisements in the program, it also needs to be released from the opening of the film to the later release. On the one hand, enterprises can cooperate with the film to do some publicity in order to achieve the purpose of prior notice. At the same time, it can also rely on the mass effect of the film; offline, enterprises can deepen brand notification by carrying out relevant promotional activities. If there are conditions for enterprises, while the film is released, they can carry out some public welfare social activities to enhance the reputation and social responsibility of the corporate brand. In view of this, as a brand in the introduction period, if we want to do product placement, it is necessary to carry out a series of marketing events to cooperate with product placement, so as to achieve the purpose of homeopathic marketing.

< strong > Product Placement Price system < / strong >

the effectiveness evaluation and fee collection of product placement also need to be discussed in the coming period of time. Whether rigid indicators such as exposure rate and duration of the program are suitable to be used as a standard of program charging has always been controversial in the industry, but the current approach remains that the producers extract the embedded advertising part of the program separately after the film is made, ask customers to evaluate it, and then negotiate the price. As a traditional way of advertising price: there has been a complete set of processes to determine the price completely according to the delivery period and advertising duration, and its evaluation criteria mainly rely on the audience rating indicators, while as the placement is advertising, it is not so good to evaluate.

in view of this, I think that the commercial operation mode of product placement can be adopted in fact. For example, after signing the contract for product placement, we can adopt the combination of advance payment and effect evaluation payment. Before the program is broadcast, the program producer charges the production cost of the product placement, while the program broadcasts 3millimdash. Five months later, the enterprise pays for the advertising expenses in the later stage according to the proportion of the film's box office revenue, which I think is more reasonable for both enterprises and program producers, of course, neither way can harm the interests of both parties.

< strong > two revelations < / strong >

at the CPPCC session not long ago, six CPPCC members, including Zhang Yimou and Feng Xiaogang, strongly called for the construction of more cinemas. It is believed that with the development of the film and television industry chain, the unique advantages of product placement will become the focus of research for a period of time in the future. in addition to the above analysis, through the recent stage of research on product placement, the author has obtained the following two revelations.

< strong > revelation 1: at the beginning of the creation of a screenplay, we should reserve a suitable placement space < / strong >

as mentioned earlier, in Director Feng's works, there is always a suitable implantable brand at the right time, which not only does not make the audience feel stiff, but also achieves the goal of emotional communication with the audience. Therefore, in a period of time in the future, product placement is bound to become a media platform in the advertising industry. therefore, at the initial stage of the creation of the script, as the screenwriter and director should arrange the plot of the script and leave appropriate advertising space, when the script is completed, according to the needs of the plot, but also through social bidding to select suitable enterprises as advertising sponsors. The launch of this move, on the one hand, can solve the problem of slightly stiff product placement in the program, but also leave enough time to communicate with enterprises about advertising placement.

< strong > Apocalypse 2: the more wonderful the program content, the less the negative impact of product placement on the audience < / strong >

in many early cases of implantable advertising, there is a strange phenomenon that has attracted the author's attention: & the brilliance of the ldquo; film itself is inversely proportional to the resistance of the audience to the implantable advertising. & rdquo; means that the more wonderful the film itself is and the more focused the audience's attention is, the smaller the negative impact of product placement on the audience will be, and vice versa, on the premise that the advertising content should be in line with normal logic. From the comparison between the sketches of last year and this year, we can see one or two. By the same token, why a large number of foreign blockbusters are implanted with advertisements, but they are not disgusted by the audience, on the one hand, because there are many bright spots in the program to attract the audience's attention, and even if there are a lot of implantable advertisements in the film, the audience also needs to understand the plot, characters and subtitles through the brain, as the audience no longer has the energy to pay attention to other aspects.

Of course, this is not to say that because the program is wonderful, the effect of product placement will be watered down. Due to the extraordinary brilliance of the program itself, the appearance of the implantable brand in the eyes of the audience has been watered down as a matter of course. For example, in Director Feng's "No Thieves in the World" and "if you are the one", due to the wonderful plot design of the script itself, although there are many brands familiar to the audience, they have not aroused the resistance and resentment of the audience.