The performance space of product placement advertisements is very broad. Many suitable implants and implantation methods can be found in TV dramas and entertainment programs. Common advertising implants include: commodities, logos, VI, CI, packaging, brand names and corporate mascots. The most common implantation methods are as follows:

1. Expression of lines: that is, the product or brand name appears in the movie lines. A representative example is A Sigh. Xu Fan's wife mentioned "European Classics" many times on the phone, especially before the end of the film, Xu Fan said again on the phone, "Turn left after crossing anhui bridge and anhui bridge, and it is" European Classics ".The brand is very big and you can see it at a glance!" Close-up: This is the most common way of product placement, and the specific way is "prop application". For example, in Mobile Phone, Motorola mobile phones appear every few minutes on average. In "Endless" starring Ge You, the advertisement of China Bank was printed on the body of "Iveco" in an imposing manner, which appeared repeatedly throughout the film.

2. Play a role: A commodity or brand is no longer a prop in a film and television drama, but a role, which is a deeply embedded advertising form. Brands or commodities appear frequently in films, which can introduce new associations for brands. "Haier Brothers" is starring Haier's mascot, which is widely recognized by Haier brand in the minds of young audiences.

3. Scenes provided: The release of The Lord of the Rings 3 has once again set off a New Zealand tourism craze in the hearts of fans around the world. They hope to visit the filming site of The Lord of the Rings to explore the true face of "Middle-earth". Now traveling to New Zealand has become one of the most popular choices for tourists around the world. Product placement has become a new way to promote tourist destinations.

4. A new form of product placement: Cindy Kailaps, president of the American Global Brand Content Marketing Association, said, "We are entering an era of product placement from an era of interrupted marketing communication". As the main product promoted by the media to business owners, product placement will drive more professional practitioners to participate in the operation, thus promoting the industrialization of product placement, just as elevator advertisements can be separated from outdoor media to form a brand-new media industry. The development of product placement industrialization is inevitable for the development of advertising industry in the future, because this industrialization has promoted the development of creative industries in China and contributed to the innovation and promotion of media industry and advertising industry. On the other hand, the industrialization of product placement will also help China's film and television industry to connect with the international market, promote the better development of China's film and television industry, and realize the breakthrough of China's film and television media. The forms of advertisement implantation are richer and more direct, mainly including:

1. Offering prizes: In variety shows, guests, on-site audience and off-site audience often have the opportunity to win prizes, and the host repeatedly introduces prizes and sponsors who provide prizes. In this case, few people raise objections to advertisements, because prizes are an important element of the program, and they are also the focus of attention of both on-site and off-site audiences.

2. Program props: This is a good way to deeply embed goods into variety shows and improve the contact rate with the audience.

3. A typical example is CCTV's Lucky 52, in which the players' scores are simply replaced by trademarks. The product quiz in the Lucky Challenge and the lucky trademark quiz that the audience was invited to participate in at the end of the program all brought the function of product placement to the extreme. The forms of advertisement implantation are as follows:

1. In original online novels, the information of advertisement implantation can be embodied as a hobby of the novel characters, their views on a brand, a daily consumption habit and so on.

2. In the online news portal, the information embedded in advertisements can be embodied as news reports on a brand or an enterprise.

3. In personal blogs or online forums, advertising information can be reflected in bloggers' comments or admiration for a certain brand, such as blog marketing: Li Guangdou collected advertising slogans for a 1, bonus blog for "a good convenience store" in Dongguan, and Jinge Yang promoted Dongguan Ziyue Advertising Co., Ltd.

There are three ways to deliver product placement advertisements:

In the first way, advertisers can directly contact online media or personal bloggers to discuss the placement of advertisements. This way, the quality of the advertising placement is guaranteed, but the cost is high and the publishing efficiency is low. In the second way, advertisers can contact professional online soft-text advertising agencies, and they will put their customers' advertising information on hundreds of news media. This way of publishing is efficient, but the advertising information is not guaranteed and the cost is high.

in the third way, advertisers can independently and in batches choose the advertising media and advertising location to be published through "Shang Qi Soft Text advertising alliance", with guaranteed advertising location and relatively transparent fees.

regarding the form of product placement, we should also add the form of product placement in online games. 1. shallow implantation

shallow implantation includes foreground implantation and background implantation. the product is placed in a prominent position in the foreground or background of the picture, and the product packaging and brand trademark can be recognized, but the product or brand logo is presented in isolation and the exposure time is short.

shallow implantation focuses on product placement and poster posting, which has nothing to do with the development of the plot, does not promote the development of the plot, is not the focus of lens vision, and is not attractive to the audience and has low memory.

2. Middle-level implantation

It is mainly used by actors. In the plot performance, products or product packaging are used as props for the characters in the play to attract attention, and the unique selling materials of products and billboards of brands/enterprises are in the center of the picture and focused on the embodiment. Arrange and design the plot for the characters in the play, demonstrate the use of the product, or mention the name of the brand/product/service in the dialogue of the characters in the play, and hint and contrast the product characteristics through lines and actions.

It is characterized in that the brand or commodity is located in the focal position of the lens, and the picture stays for a long time, but it has nothing to do with the plot, character and plot development.

3. Deep embedding

mainly refers to plot embedding and character embedding: the ingenious combination of product and plot and main character characteristics (personality, identity, daily affairs, etc.) in the play. The plot bridge designed for the product or brand becomes an important link in the story development, or the product is an important prop or clue in the film development, so that the audience can deeply perceive the use characteristics of the product and the spiritual connotation of the brand.

it is characterized by the combination of the above-mentioned placement methods, the full exposure of brands or products, the product demonstration and the contrast of lines. At the same time, the most important thing is that the brand has been integrated into all the plots. With the development of the plot and the ups and downs of the characters' fate, the audience keeps deepening their impression on the brand or goods. 1. Prop implantation

This way, the product appears as a prop in film and television works. For example, Nokia mobile phones, BMW cars, Canon DV, etc., which are ubiquitous in the movie world without thieves, mostly choose media programs with a large audience. This kind of implantation is a little stiff, sometimes it will make the audience feel obviously that it is an advertisement, and the difference from traditional media advertisements is only that it has moved from outside the program to inside the program.

2. Line implantation

The most classic line advertisement is Li Chengru's line in "Big shot": "... you drive a Mercedes-Benz or a BMW, and if you drive a Japanese car, you are embarrassed to say hello ..." The invisible advertisement, which can become a classic dialogue and is widely praised and teased by ordinary people, has immeasurable influence.

For example, in the sketch "A New Theory of Five Senses" in the Spring Festival Evening of 29, "Drink Erguotou on Tuesday, Wuliangye on Friday and Jinliufu on Saturday. So, what about Thursday? You can also drink four special wines. "

Bai Jingqi set fire to the unqualified products made by his son in "Da Zhai Men", which fully publicized the old adage of Tong Ren Tang that "although the processing is complicated, you will not dare to save labor, while the taste is expensive, you will not dare to reduce material resources". (excerpt from China Wine News Network)

This product placement method tells consumers the status, characteristics and characteristics of the product directly through the lines of the protagonist, and it is easy for consumers to recognize the brand.

3. Plot implantation

Plot implantation includes designing plot bridges and special plays. For example, in "Crazy Stone", Brother Dao ate instant noodles of Master Kong and explained the battle plan to Heipi and Xiaojun. Baotou took Xie Xiaomeng's camera lens cover and said, "Nike? Nike also took a camera? " Then, the camera quickly shakes to the lens cover of Nikon camera ...

In the whole film of Love Call Transfer, all the mobile phones except the one in Zaler Xu are exclusively provided by Nokia. In the movie "Mobile Phone", all the actors use Motorola mobile phones. In the aspect of special drama implantation, it is to arrange the characters in the drama to buy in brand stores and franchise stores, which is a form of deep drama implantation. For example, in "Love Call Transfer 2", Fan Wei took Lin Jiaxin to her own Ryan jewelry store, asked her to choose the jewelry in the store at will, and gave her all her family jade bracelets. The overall brand image of the store was perfectly displayed in the lens.

4. scene implantation

means to arrange objects that can display product or brand information in the scene revealed by the picture and containing people's activities. For example, outdoor billboards, posters and fixed scenes that frequently appear in film and television dramas.

For example, in the movie "Chasing by SMS in January", the film deliberately arranged another hero "David" in the short video to drive slowly through the street sign advertisement of "M-Zone".

In Crazy Stone, Changan brand van rushes to BMW; Coca-cola fell from the sky and smashed into the van; Hotels, dating sites, scenic spots, etc. are all well embedded in the scene.

In the movie If You Are the One, xixi national wetland park is also a good example. I heard that as soon as the film was shown, the house prices around Xixi Wetland rose a lot.

5. Sound effect implantation

That is to guide the audience to associate with a specific brand through melody and lyrics, voice-over and TV advertisements. For example, all major brands of mobile phones have their own specific ringtones and SMS prompts, so in the film, even if the audience can't clearly see the brand logo on the mobile phone, they can associate the brand of the mobile phone with the familiar ringtones or SMS prompts; Hearing the theme song can make the audience associate with the brand. In "Chasing by SMS in January", there is a plot in which the characters learn to dance with Jay Chou's song MV on TV, and this song "My Site" is the theme song of "China Mobile" in 24. In the film and television drama, the characters are arranged to watch TV advertisements with embedded brands. For example, in "Wang Gui and Anna", Wang Gui enjoys the TV advertisements of China Ping An while watching TV.

6, theme implantation

is to shoot a film and television drama for a certain brand, focusing on the brand's development history, cultural concepts, etc., to enhance brand awareness. For example, the TV series The First Floor in the World tells the growth process of Quanjude Roast Duck Restaurant, while Da Zhai Men and Da Qing Yao Wang tell the story of Tong Ren Tang.

through a complete story, they let the audience have a comprehensive understanding of the products and enterprises while enjoying the cultural feast, which is more acceptable to the audience.

although the enterprise has no obvious sales promotion behavior, it has played a very good publicity effect. After the TV series was broadcast, Quanjude Roast Duck Restaurant was overcrowded, and Tongrentang's popularity in people's hearts was greatly improved.

7. Culture implantation

This is the highest realm of product implantation marketing. It is not a product or brand, but a culture. Through the infiltration of culture, it promotes products under its cultural background.

The Korean TV series Dae Jang Geum is a typical example. The drama uses a lot of space to introduce Korean cooking and acupuncture methods, as well as Korean costumes, architecture and ethics. These Korean cultures are deeply embedded in the hearts of the audience. In recent years, a large number of Korean TV dramas and movies have flooded into the China market, and the economic effect of this cultural implantation is very obvious. For example, Korean goods (clothing and cosmetics) are selling well, a large number of Korean artists have entered the China cultural market, and even more people are learning Korean.

In the Korean drama "A Million Roses", whenever Korean brands such as Hyundai cars or LG household appliances appear, the camera will first pass their logos. In one episode of TV series, there are 11 modern cars, 9 LG household appliances, 6 Korean diets and 1 Korean national costumes ... This kind of cultural implantation pays attention to long-term interests, affects the audience's consumption concept, thus changing their consumption behavior, and finally achieves the economic goal of the implanter. < P > In order to successfully implant a certain brand in the film, integrated operation is the best choice, but it requires multi-party cooperation and cooperation, and also puts forward very high requirements for planning. For example, to make TV series or movies with built-in real estate, from the beginning of demolition, take this real estate as the shooting place, and shoot the owner to move in and start community life. The situation of real estate companies and the pull of property management can be taken into account, which is the focus of society and should be worth watching. If it is combined with a car, the name can be called "There is a house and a car", which dedicates the light comedy that all urban beings strive for a better life to every audience who cares about housing and cars. If the protagonist is a disabled person, it will take many twists and turns to get a driver's license, which may promote the reform of relevant laws and regulations and make our society more perfect. Director Xiaogang Feng has taken a mobile phone. Wouldn't it be perfect to have a trilogy of consumption and take a photo of the house and car?