The implanted advertising revenue of the Spring Festival Gala is nearly 100 million yuan, and the national cellar advertisement is criticized.

Spring Festival Gala has become an indispensable feast for Chinese New year's Dinner all over the world, and its audience rating as high as 95% has made many businesses amazing and ready to move. It is reasonable for you to do everything possible to reveal your brand on the stage of the Spring Festival Gala, and & ldquo; according to industry estimates, the overall advertising revenue of the CCTV Spring Festival Gala this year has exceeded 650 million yuan, and the advertising placement in the program alone has contributed nearly 100 million yuan. Rdquo; we can know a thing or two from the above relevant data. However, it has been questioned by the audience that the ldquo; Spring Festival Gala has too many advertisements and is no longer a program. Recently, the discussion of rdquo; has also become a hot topic in various forums, while the rigid placement of advertisements in the National Cellar has also attracted questions from many marketers. As a worker in the beverage industry, the author only talks about the relevant views from his own point of view, and welcomes peer criticism and correction.

& ldquo; product placement & rdquo; (Product Placement) refers to integrating the representative audio-visual brand symbols of products and services into film and television or stage products to leave a considerable impression on the audience in order to achieve the marketing purpose.

< strong > National cellar advertisements are implanted in Spring Festival Gala programs. There is nothing wrong with this < / strong >

while the implantation of Guojiao advertisement into the Spring Festival Gala program is in line with the relevant characteristics of product placement advertising, but also in line with the initial ideas of the relevant creators, with the help of the stage of the Spring Festival Gala, the brand image can be effectively spread.

as a media with an audience rating of 95% in New Year's Eve, the Spring Festival Gala is naturally a hot spot pursued by many merchants. If Guojiao can be effectively grafted in the form of advertising and the Spring Festival Gala, showing a face in the Spring Festival Gala can not only consolidate consumers' memory and understanding of the Guojiao brand, but also strengthen the image of its high-end brand.

based on the following two points: I would like to say that there is nothing wrong with the original intention of inserting Guojiao advertisement into the Spring Festival Gala.

product placement is also highly respected by many businesses because of its concealment. Through effective grafting with the content of the program, without affecting the background of the program, the brand image is spread intangibly in the form of scene foil, subtext expression, close-up, role playing, scene provision, prize provision, program props and so on.

because of the content relevance of film and television programs, product placement has won the favor of merchants because of its large audience and high attention. Through its irregularity and high correlation with the plot, product placement is rarely resisted and rejected by the audience.

< strong > copying mechanically is tantamount to strangling the brand image < / strong >

however, in Uncle Zhao's sketch "donation", it is reasonable for the national cellar to be given as a gift, but when the national cellar is given by a subsidized mother to an authentic peasant benefactor in order to thank her benefactor, it is obviously contrary to common sense. Because the national cellar is located in the image of high-end products, and the target group is always the senior members of the social elite, it is obviously inappropriate to be arranged in such a plot as the representative of a high-end liquor. it not only stifles the brand image of the national cellar's high-end liquor, but also damages the plot content of the script to a certain extent. If you send two bottles of old village head wine, I think the audience will not have so many questions, and for the old village head wine brand image is also a kind of effective improvement.

A successful product placement must meet two conditions: first, the positioning of the target group should be considered, and secondly, the matching of product brand image and program content should be taken into account. It is obviously illogical and unreasonable to copy mechanically.

to do product placement, it must conform to the normal logical attributes, and sponsors also need to fully communicate with writers and directors. Through the design of hidden plots, the less traces implanted in advertisements are erased, and the more naturally they combine with the plot. The better the effect of communication that way.

and if the national cellar advertisement appears as a sponsor in the script of the sketch "donation" at the end of the program, I think the effect must be very different from what it is now. It can not only highlight the brand image of the national cellar. It is also a foil to corporate responsibility and social values. However, if, after all, it is only if, this also gives us many advertising planners with inspiration: to do everything should be reasonable, do not copy mechanically.

< strong > effective grafting to add points to the brand < / strong >

A successful product placement can add points to a brand. Let's take a look at the sketch of "donation". If the national cellar is replaced by the old village head, whether it is in line with the plot development of the plot, and whether it is suitable for the self-positioning of the product, and whether it can deepen the audience's impression of the brand of the old village head wine through the Spring Festival Gala as a stage. and can it achieve the purpose of enterprise marketing and publicity? Of course, whether it can be successfully extended to & ldquo; donation & rdquo; plot is another matter, we only discuss it from the perspective of product placement.

I still remember that in Feng Xiaogang's "there are no thieves", when the master drives a BMW all the way, the beautiful driving environment makes people revel in the joy of driving. High speed, smooth driving, comfortable driving and fully demonstrate the endurance of the BMW. When Andy Lau drove the BMW smoothly to avoid the oncoming trucks, it further demonstrated BMW's flexibility and strong braking system, which increased people's confidence in BMW's performance. Whether BMW's product placement made countless advertisers beat their chests and sighed: why didn't I sponsor it? ,

successful product placement, in the case of grafting plot development and in line with the attributes of the product, should also pay attention to invisible over tangible, in a quiet way to moisten everything in a silent way, integrate marketing and advertising into the plot, scene, props of film and television media, and let people unconsciously accept product information.

blunt advertising will only get half the result with twice the effort, or even go against one's wishes.

in the Spring Festival Gala in recent years, there are more and more product placement advertisements, and there are countless losers. How to make better use of CCTV to link the enterprise, the Spring Festival Gala and the plot? effective grafting is a problem worth thinking about for many of our marketing planners.

Postscript: I also learned that in the selection of rdquo;, the worst program of the CCTV Spring Festival Gala & ldquo; launched by a website recently, the number of voters exceeded 130000 and netizens followed more than 600 posts in a short period of more than 20 hours. The voting results show that Zhao Benshan's sketch "donation" won more than 60, 000 votes, accounting for 47% of the total votes, and ranked first in rdquo;, the worst program of Cheng & ldquo; Spring Festival Gala. It is said that the reason why Zhao Benshan's sketches are not well received should be the main reason for the excessive placement of advertisements. In Zhao Benshan's sketches, a total of two brands have been implanted, one of which the Internet brand has been mentioned 12 times, while the other liquor brand has also been bluntly imposed.

and a netizen wrote in a post: & ldquo; watching "donation" is like eating a bowl of noodles, which tastes good, but when you eat it, you find two more green-headed flies & mdash;— implant ads. & rdquo; 's view is probably very representative.