What are the advantages of placing advertisements in TV dramas?

(1) The concept of product placement advertising, also known as product placement marketing, refers to the strategic integration of products or brands and their representative visual symbols and even service content into the content of movies, TV dramas or TV programs, so that the audience can leave an impression on products and brands through the reproduction of scenes, and then achieve the purpose of marketing. Product placement and media carriers are integrated to build a part of the audience's real life or ideal situation, and the product or service information is quietly instilled into the audience in a non-advertising way under the audience's unconscious modality. Because of its secret characteristics, implantable advertising is also called embedded advertising or soft advertising. \x0d\ From this definition, we can see that the product or brand information implanted in TV series is a product that makes the audience forget the hidden utilitarianism temporarily, indulge in the viewing and entertainment of TV series, and unconsciously lead the audience to marketing. It plays down the commercial characteristics of traditional advertisements, and it is easy for the audience to unconsciously accept the relevant information of products or brands, making their memories more lasting. \x0d\ (II) The development of TV product placement advertisements \x0d\ The appearance of TV product placement advertisements stems from the fact that various merchants provide products as the background and props of TV series for free, and integrate products into the plot to achieve the purpose of promoting product marketing. The earliest TV product placement advertisement in China was The Story of Editorial Department starring Ge You and Lv Liping in 1990s. For the first time in the play, the product placement advertisement was adopted, and the complimentary advertisement of Bailong mineral spring pot was broadcast. In recent years, with the success of TV product placement advertisements such as Struggle, My Youth and Country Love, TV product placement advertisements have made great progress in China. In "Struggle" and "Who is in charge of my youth", a large number of Audi cars were mentioned, which earned enough gimmicks for Audi; In "Country Love", from the first "big black Mercedes" to the domestic car "China Jie Jun", from the future star of Mengniu in Xie Dajiao supermarket to "a strong China person with a catty of milk every day", the advertisements implanted in TV dramas have already "penetrated into the bone marrow". \x0d\ (III) Forms of TV product placement \x0d\ The performance space of TV product placement is very broad, and many forms of product placement can be seen in TV series. The common forms are: prop placement, line placement and story placement. \x0d\ Prop implantation refers to the appearance of products or brands in TV dramas in the form of props. This form is more suitable for those products that already have a certain brand awareness. New products or brands lack awareness, and it is difficult to catch the audience's eye only by pictures. For example, in the TV series "Struggle", those men will buy a pack of "Point Zhongnanhai" every episode, whether it is sad or happy. Here, "Zhongnanhai at 8 o'clock" only appears in the form of props, but it is really an instant hit with the help of struggle. \x0d\ Line implantation, that is, the product or brand name appears in the lines of TV series. In the TV series "Struggle", many lines mentioned Audi. For example, Xu Zhisen said to his vice president, "How can you drive an Audi A8 to work without the company's training for you?" In Who's in Charge of My Youth, Qian Xiaoyang used Audi "A5" and "Q7" to address two men who pursued her sister. The implantation of lines subtly allows the audience to accept the meaning and connotation represented by the brand. \x0d\ Storyline implantation means that the product or brand is no longer just a prop, but the content and even clues of the story development, and the product or brand becomes a part of the story. For example, in the network hit drama ipartment, the Yida story between Theway and Qin Yumo is no longer a prop, but a clue to the story. \x0d\ above are the main forms of TV product placement. With the development of product placement, new forms will appear. Choosing the appropriate product placement form is the key to product placement. \x0d\ II。 Advantages and problems of TV product placement \x0d\ (1) Advantages of TV product placement \x0d\ TV product placement is sought after by sponsors because of its unique communication advantages, making product placement more effective. \x0d\ 1。 Tv drama products face market segments through advertising \ x0d \ TV drama products face market segments directly through advertising, and the information transmission is more targeted. Compared with traditional hard advertisements, such as fatigue bombing, forced viewing, high didacticism, poor timeliness and low audience acceptance, product placement is much softer. Viewers can choose to watch different TV dramas according to their own wishes, which greatly reduces the resistance and defense against advertisements. \x0d\ 2。 TV product placement is hidden \ x0d \ TV product placement is hidden. Manufacturers can circumvent the restrictions of relevant laws and regulations and promote some products that could not be advertised originally, such as cigarettes and spirits. For example, in the TV series "Struggle", everyone likes to smoke at 8 o'clock in Zhongnanhai, and the smoke is full of fire. This is undoubtedly a successful example. \x0d\ 3。 The halo influence of TV product placement advertisements \ x0d \ TV product placement advertisements use the effect of TV series or stars to implant brands into the plot, form a behavior demonstration for consumers, gain brand association on the basis of deepening brand influence, and finally win wide recognition and brand value promotion. For example, in the TV series Struggle, Audi became a symbol of success. Both Xu Zhisen's remarks and Yang Xiaoyun's discussion on Audi and Alto have a profound impact on consumers' cognition of their brands. \x0d\ (II) Problems in TV product placement \x0d\ The successful application of product placement in TV series has made it widely used by more and more enterprises, media and advertising companies. In recent years, product placement in TV plays has made great progress in China, but there are still some problems. \x0d\ 1。 The implanted brand is blunt and arouses the audience's disgust. The requirements of \ x0d \ implantation are ingenious. If you suddenly appear in front of the audience, it will be out of harmony with the plot, which will cause the audience's disgust. In the TV series Smile in My Heart, Tianwei Xiang, the heroine, used a certain brand of MP3, and the emotional entanglement between this MP3 and the hero reached about 5 episodes, which made the audience point to "stubbornness". \x0d\ 2。 Product placement with too many brands \ x0d \ is not like advertising. It can neither arouse the resentment of the audience, nor let the advertising information flow on the surface, leaving no impression on the audience. However, too many brand implants will not have a strong impression on a brand, but will also arouse the resentment of the audience. An "Ugly Woman Invincible" by Hunan Satellite TV made Chinese people realize for the first time that advertising implants can bombard food, drinks, shampoo, contact lenses, ornaments, bank credit cards, websites and shower gel everywhere. In this 36-episode TV series, more than 30 brands have created tens of millions of RMB in product placement advertising revenue. \x0d\ 3。 The frequency of product placement is too high \ x0d \ Product placement is in TV series, and when TV series becomes a big business, it will turn the advantages of product placement into disadvantages. In the TV series "Country Love Story", a large number of advertisements have been implanted to disgust the audience. For example, a close-up of a dairy product takes more than 45 seconds; In addition, every episode has a scene of a brand car splashing through a shallow pool. The whole village drives the same brand of cars and drives them out collectively, just like the auto show. Such high-frequency advertising will arouse the resistance of the audience. \x0d\ III。 The strategy of TV drama product placement (1) is that the content comes first, and the advertising brand comes second \x0d\ which is consistent with the positioning of the works. This is the basic requirement of product placement marketing. The typical failure should be the TV series "Meteor Shower", in which Murong Haiyun, as the heir of a well-known enterprise, drove a domestic car when he debuted, which made people stunned. \x0d\ appears reasonable and not blunt. I have to mention Meteor Shower, in which Chu, the heroine, always likes to wash her hair with a certain brand of shampoo when she is sad, and even has a 5-minute shampoo scene, which makes the audience blunt. \x0d\ (II) Fully consider the target audience \x0d\ refers to whether there is any intersection between the target consumers of advertisers and the target audience of TV dramas, 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. \x0d\ (3) Product placement should consider the characteristics of the brand or the product itself \x0d\ Although product placement is an effective way of information transmission, not all products will achieve good information transmission effect by this way. Therefore, it is necessary to judge whether it is suitable for implantable advertising from the characteristics of the product itself. First of all, because product placement is a hidden way of information dissemination, it is more suitable for the old brands in the middle and late period of enterprise product life cycle, but not suitable for the new brands in the brand introduction period. When the brand is in the introduction period, consumers are unfamiliar with the brand and may not notice the implanted brand products at all; When the brand is in the middle and late stage of the brand life cycle, the brand has penetrated into the hearts of consumers, and consumers' memory and understanding of brand products can be consolidated through product placement.