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Product placement can not only attract consumers' attention, but also expand the intensity, preference and uniqueness of brand association and gain consumers' recognition and goodwill.
For most viewers, "product placement" may still be a new term, but you must be familiar with the following scenes:
-In "A Sigh" directed by Xiaogang Feng, Liu Dawei (played by Fu Biao), the owner of the film and television company, said to Li Xiaodan (played by Liu Bei), "Don't waste money if you don't live in the presidential suite. You should go out for dinner. Don't call from the restaurant. You can have a bowl of noodles, 200 yuan ... and the telephone line has been cut off. Call with Jitong card. "
-At the end of CCTV Spring Festival Gala this year, Grandpa Yan Shunkai said, "I want to shake ..." My father asked doubtfully, "Shake?" Sun Tzu shook his head and said, "Farmer's Orchard, shake it before drinking."
The above-mentioned hidden advertisements that directly implant goods or brands into the content of film and television dramas or entertainment programs and leave a brand impression on the audience are the so-called product placement advertisements, also known as product placement advertisements. Like other hidden advertisements, product placement is not recognizable, and it is a form of marketing communication, so it is difficult for consumers to identify it as an advertisement. In recent years, because of its strong communication penetration, implantable advertising has quietly emerged in the world, attracting the attention of marketing circles and the favor of advertisers.
Background of the prevalence of product placement advertising
The rise of product placement advertising has its profound background, including the factors of advertising environment and the needs of brand management. Specifically, we can examine it from the following aspects:
The complex media environment and the increasing advertising cost make the advertising benefit decline. Taking the situation of domestic TV media as an example, from 32 TV stations in 1978 to more than 330 TV stations and more than 2,200 TV channels in 2002, the sharp increase in the broadcast time of TV channels and programs has accelerated the differentiation of audiences. In addition, the profit model of TV media is single, and more than 90% of the income comes from advertising. All TV channels maintain revenue growth by increasing advertising time. The advertising environment is becoming more and more complex, the environmental noise is getting louder and louder, and the advertising contact rate is seriously declining, which has formed a situation of advertising congestion. Therefore, advertisers urgently need to find new high-quality communication channels.
Adapted to the complexity of the media environment, under the bombardment of advertisements, the audience shows more and more obvious centrifugal tendency and rebellious psychology, full of distrust of advertisements, and increasingly insensitive and indifferent to various marketing information. The specific performance is to avoid and not pay attention to advertisements. Television even shows a tendency of "accompanying" similar to radio, and newspapers appear "reading the newspaper halfway". On the one hand, online advertising does not play its "interactive" characteristics, on the other hand, it is hindered by technology and habits, which makes a large number of advertising media wasted. Losing the coercive power and attraction of advertising leads to the effective contact between brands and consumers relying on bombing, which in turn intensifies the rejection and avoidance of the audience again, forming a vicious circle.
Pay TV is undoubtedly an important topic in the media industry in recent years. The mass media almost unanimously stated that "the programs transmitted by the pay channels have no advertisements". In fact, as long as the motive force of advertising exists, advertising will not disappear on the screen: on the one hand, advertisers will not easily give up TV media, the information channel with the widest audience and the most vivid mode of communication; On the other hand, TV media will not easily give up more than 20 billion advertising revenue every year. The so-called change is just that advertising will change from "dominant" to "recessive". It can be assumed that if pay TV can really become the mainstream of the TV industry, product placement will be popular.
In addition to media reasons, the prevalence of product placement also has brand management reasons. On the one hand, the continuous increase of advertising investment can not enhance brand value in the same proportion; In addition, mature brands need reminders to maintain product sales and brand vitality, but rigid brand image advertisements are difficult to continuously stimulate consumers' enthusiasm, and continuous advertising may cause consumers' numbness, brand association lacks effective renewal, and brands are easily regarded as "old brands" and lose young consumer groups.
Product placement is the need of advertisers and the actual needs of program or film content providers.
The main forms of product placement advertising
The performance space of product placement is very broad. Many suitable implants and implantation methods can be found in film and television dramas and entertainment programs. Common advertising implants include commodities, logos, signboards, packaging, brand names and corporate mascots.
In film and television dramas, the most common implantation methods are as follows:
Line expression: that is, the product or brand name appears in the movie lines. A typical example is sighing. 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 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 terms of mobile phones, Motorola's mobile phones appear every few minutes on average. In "Endless" starring Ge You, the advertisement of China Bank was grandly printed on "Avik" and appeared repeatedly in the whole film.
Play a role: goods or brands are no longer props in film and television dramas, but a role, which belongs to deeply implanted advertising forms. The frequent appearance of brands or commodities in movies can introduce new associations to brands. The starring role of "Haier Brothers" is Haier's mascot, which is widely recognized by Haier brand in the eyes of young audiences.
Scene: A movie "Liu Laogen" won the popularity of "Longquan Villa" at the mouth of the Yalu River, and in 2002, the "May Day" Golden Week attracted nearly 10,000 tourists. The release of "Lord of the Rings 3" has once again set off a new Zealand tourism boom in the hearts of fans around the world. They hope to visit the shooting scene in The Lord of the Rings and explore the true face of "Middle-earth". Now traveling to New Zealand has become one of the most popular choices for tourists all over the world. Product placement has become a new way to promote tourist destinations.
In variety shows, the forms of advertisement implantation are more abundant and direct, mainly including:
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 the sponsors who provide prizes and prizes. In this case, few people object to the advertisement, because the prize is an important element of the program and the focus of the audience on and off the scene.
Program props: This is a good way to deeply implant goods into variety shows and improve the contact rate with the audience. A typical example is CCTV's "Lucky 52", in which players' scores are simply replaced by trademarks. The product quiz in the lucky challenge and the lucky trademark quiz at the end of the program have brought the function of product placement to the extreme.
Advantages and disadvantages of product placement.
The pursuit of sponsors stems from the unique communication advantages of product placement, which can be attributed to strong brand penetration.
First of all, the audience of product placement is huge. It has been reported that only 20,000 movies with an attendance rate above 70% can attract movie advertisements (including patch advertisements and product placement advertisements), which also shows that the audience of product placement advertisements is extremely considerable. Take the blockbuster "Mobile Phone" for example. Its audience includes cinema audience, VCD audience (don't ignore the huge pirated market) and movie channel audience, plus the audience of relevant news reports. The contact rate between the brand and the audience is extremely impressive, and its cost per thousand people can be controlled at a reasonable level, even lower than some mass media.
In addition to exposure, the greater advantage of product placement lies in its "contact quality", that is, the brand can win the scarce resources under the existing media conditions-the attention of the audience under the condition of high concentration. Implicit advertising is rarely resisted and rejected by the audience because of its non-standardization and high correlation with the plot. As the insiders pointed out, "TV channel is in the hands of the audience, and when he sits in a dark cinema, he can't help but accept your advertisement", which reflects that product placement is essentially a compulsory advertisement. As shown in the figure below, the product placement is at a higher level in the audience's advertisement information receiving graph-the dedicated receiving layer (see figure 1).
From the perspective of consumer behavior, product placement has a halo effect on consumer behavior, especially in audio-visual media such as TV and movies, which has a strong sense of existence and forms a behavior demonstration for consumers. For example, Mitsubishi Motors in Jackie Chan's movies is associated with "Courage and Adventure", which has gained rich brand associations on the basis of deepening brand influence, and finally won wide recognition and brand value promotion. This subtle influence is exactly what sponsors dream of.
Of course, product placement also has some weaknesses that cannot be ignored:
The scope of brand application is small, and it is only applicable to well-known brands in most cases, because the audience needs to accurately identify the packaging, brand or product appearance of goods in a short time. Therefore, the high popularity and recognition of the brand is the first threshold for putting into implantable advertising. Relatively speaking, variety shows mostly use product placement to improve the popularity of some imported products or new brands.
Product placement is not suitable for deep persuasion, especially for direct rational appeal or functional appeal. The Hong Kong film Rare Lovers is a good example. In the play, Shu Qi borrowed Wu Dawei's Alcatel mobile phone to contact her ex-boyfriend. Unfortunately, the phone is dead. Wu Dawei took this opportunity to introduce the superior performance of the mobile phone and said, "Because our company is designing advertisements for this kind of mobile phone recently, I know its functions better. We can use dry batteries instead of lithium batteries. " Wu Dawei skillfully explained while skillfully disassembling the mobile phone battery. This forced implantation was commented as "just like a TV direct selling scene", which obviously destroyed the plot and made the audience feel stiff and unnatural.
At the same time, the functional demands of some avant-garde products may even be regarded as fiction by the audience. Therefore, brand appeal generally stays in simple notification and improving functional awareness. Based on the above reasons, advertisers can consider publishing hard advertisements at the same time as product placement, so as to turn the "interest" of potential consumers into "desire" in time.
In film and television dramas or programs, the capacity of implantable advertisements is limited, and excessive use will cause the audience's disgust. In reality, the audience tends to interpret all persuasive information as "advertisements". They are highly sensitive to advertisements. Once they think this is an "advertisement", they will reflexively close their hearts and ultimately affect their attitude towards film and television dramas or programs.
Key points of using product placement advertisement
The following links should be paid attention to in brand communication with product placement:
We should give full consideration to the target population. That is, whether there is an intersection between the advertiser's target consumers and the target audience of film and television dramas or programs, which is a priority issue when adopting product placement. IT is obviously inappropriate to implant IT products in a TV series aimed at housewives, and the fragmentation of the target audience will lead to ineffective or inefficient advertising.
The difficulty of product placement lies in the need to meet the requirements of both plot and marketing communication. Excessive accommodation of plot communication may affect the quality of advertising communication, lead to information deviation from the coordination of marketing communication, and run counter to the requirements of integrated marketing communication. On the contrary, emphasizing marketing information may affect the plot. Product placement was born between "disturbed by the plot" and "disturbed plot". In this case, information integration is the key to success, and sponsors should fully communicate with screenwriters and directors. The less traces of advertisement implantation, the more natural it is combined with the plot, and the better the communication effect will be. (See Figure 2)
Limit the number of advertisements implanted in film and television dramas or program content, prevent the tendency of over-commercialization, avoid the interference of various advertisements, and avoid causing the audience's rebellious psychology. At present, there is still a lack of relevant research, but many people have questioned the rationality of product placement from the perspective of advertising ethics and advertising laws and regulations. Maybe one day, it will follow the footsteps of the patch advertisement of Hero and be taken to court by the audience.
Because of the unpredictability of product placement, it is difficult to measure and evaluate advertising revenue. Advertising bargaining can only be based on experience, such as the investigation of the director, cast, script and producer's promotion ability. It can be priced dynamically in the future. On the basis of determining a base price, the advertising price should be linked to the actual ratings, attendance rate, copy circulation and other data for more scientific calculation and accounting.
In order to expand the influence or strengthen the brand image, product placement can be combined with explicit advertising and soft advertising. For example, "Two Heroes" and "Mobile Phone", the sponsor's brand appears on the movie poster, and the sponsor participates in the audience meeting organized by the crew, so that the audience can have expectations before entering the venue, which can deepen the audience's impression of the goods appearing in the film and form an echo. In addition, the audience can be extended to people outside the movie audience. At the same time, product placement can also cooperate with SP activities, such as giving souvenirs or fitting at the screening site (especially at the premiere) to strengthen brand contact and form a trial.