The main forms of product placement advertising

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

1, 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 printed on the body of "Iveco" angrily and appeared repeatedly in the whole film.

2. Play a role: a commodity or brand is no longer a prop in film and television dramas, but a role, which is a deeply implanted advertising form. 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.

3. Scene: The release of The Lord of the Rings 3 once again set off a New Zealand tourism craze 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.

4. A new form of product placement: Cindy Klaps, 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 future development of advertising industry, 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. The host repeatedly introduced the prizes and the sponsors who provided them. In this case, few people object to the advertisement, because the prize is an important element of the program, and it is also the focus of the audience inside and outside the program.

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 "Lucky 52" by CCTV, in which players' scores are simply changed into trademarks. The product quiz in the lucky challenge and the lucky trademark quiz invited by the audience at the end of the program have brought the function of product placement to the extreme. For example, the forms of advertising are:

1. In online original novels, the information embedded in advertisements can be reflected in the novel characters' hobbies, views on a brand, daily consumption habits, etc.

2. In online news portals, the information embedded in advertisements can be reflected in news reports about brands or enterprises.

3. In personal blogs or online forums, advertising information can be reflected in bloggers' comments or praise for a brand, such as blog marketing: Li Guangdou's blog advertisement with a bonus of100000 yuan for "a good convenience store" in Dongguan, and Jinge Yang's promotion for Dongguan Ziyue Advertising Co., Ltd.

There are three ways to put articles into advertisements:

In the first way, advertisers can directly contact online media or individual bloggers to discuss advertising. This method ensures the quality of advertising, but it is costly and inefficient. 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 publishing method is efficient, but the advertising information is not guaranteed and the cost is high.

In the third way, advertisers can choose advertising media and advertising location independently and in batches through "Shang Qi Soft Text advertising alliance". Advertising location is guaranteed and the cost is relatively transparent.

Regarding the form of product placement, we should also add the form of online game product placement. 1, shallow implantation

Shallow implantation includes foreground implantation and background implantation. When a product is placed in a prominent position in the foreground or background of the picture, it can identify the product packaging and brand logo, 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 plot development, does not promote plot development, is not the focus of lens vision, is unattractive to the audience and has low memory.

2. Intermediate implantation

Mainly used by actors, in the plot performance, products or product packaging are used as props to attract the attention of the characters in the play, and the unique selling materials and billboards of brands/enterprises are highlighted in the center of the picture. 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 between the characters in the play, and hint and compare the product characteristics through lines and actions.

Its characteristic is 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, characters and plot development.

3. Deep implantation

Mainly refers to plot implantation and character implantation: the ingenious combination of product and plot and the 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 integration of the above delivery methods, the full exposure of brands or products, the display of products and the comparison 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's impression of the brand or commodity is deepening. 1, implanted correctly

In this way, products appear as props in film and television works. For example, Nokia mobile phones, BMW cars, Canon DV and so on. Everywhere in the thief-free movie world, most of them choose media programs with a large audience. This kind of implantation is a bit stiff, sometimes it will make the audience obviously think 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. Thread implantation

The most classic line advertisement is Li Chengru's line in "Big Man": "... you are embarrassed to say hello when driving a Mercedes-Benz or BMW or a Japanese car ..." It can become a classic dialogue and is widely praised and teased by ordinary people, and its influence is immeasurable.

Another example is the sketch "A New Theory of Five Senses" in the Spring Festival Evening of 2009: "Drink Erguotou on Tuesday, Wuliangye on Friday and Jinliufu on Saturday. So, how about Thursday? You can also drink four kinds of special wines. "

Bai Jingqi set fire to the unqualified products made by his son in Da Zhai Men, and vividly publicized the old adage of Tong Ren Tang: "Although the processing is complicated, you will not dare to save labor, and although the taste is expensive, you will not dare to reduce materials". (Excerpted from China Wine News Network)

This kind of implantation directly tells consumers the status, characteristics and characteristics of the product through the lines of the protagonist, and consumers can easily identify the brand.

3. Plot implantation

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

In the whole movie Love Call Forwarding, except the one in Zaler Xu, all mobile phones 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, let her choose the jewelry in the store at will, and gave her all the jade bracelets at home. The overall brand image of the store is perfectly displayed in the lens.

4. Scene implantation

That is to say, in the scene revealed by the picture, which contains the activities of characters, there are objects that can display the information of products or brands. For example, outdoor billboards, posters and fixed scenes that frequently appear in film and television dramas.

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

In "Crazy Stone", Changan brand van rushed to BMW; Coca-cola fell from the sky and hit the van; Hotels, dating sites, scenic spots, etc. Are well embedded in the scene.

Xixi National Wetland Park is also a good example in the movie If You Are the One. I heard that as soon as the film was released, the house prices around Xixi Wetland rose a lot.

5, sound implantation

That is, through melody and lyrics, voice-over and TV advertisements, the audience is guided to associate with a specific brand. 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 see the brand logo on the mobile phone clearly, they can associate the brand of the mobile phone with the familiar ringtones or SMS prompts; Hearing the theme song can remind the audience of the brand. There is a plot in "Chased by SMS in January" in which the characters learn to dance with Jay Chou's song MV on TV, and this song "My Place" is the theme song of "China Mobile" in 2004. Arrange characters to watch TV advertisements with embedded brands in film and television dramas. For example, in "Gui Wang and Anna", Wang Gui enjoys the TV advertisement of China Ping An while watching TV.

6. Theme implantation

That is to shoot a film and television drama for a brand, focusing on the development history and cultural concept of the brand to enhance brand awareness. For example, the TV series The First Floor in the World tells the growth of Quanjude Roast Duck Restaurant, while The Big House Gate and Yao Wang in Qing Dynasty tell the story of Tong Ren Tang.

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

Although the enterprise has no obvious 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. Cultural implantation

This is the highest level of embedded marketing. It is not a product or a brand, but a kind of culture, which promotes the products under its cultural background through the infiltration of culture.

The Korean TV series Dae Jang Geum is a typical example. The drama introduces Korean cooking and acupuncture methods, as well as Korean clothing, 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, cosmetics) are selling well, a large number of Korean artists have entered the cultural market in China, and even more people are learning Korean.

In the Korean drama "A Million Roses", as long as there are Korean brands such as Hyundai Motor or LG Home Appliances, the camera will first pass through their logos. And there are 1 1 times of modern cars, 9 times of LG household appliances, 6 times of Korean cuisine, and 10 times of Korean national costumes in one episode of TV series ... This kind of cultural implantation pays attention to long-term interests and affects the consumption concept of the audience, thus changing their consumption behavior and finally realizing the economic goals of the implants.

In order to successfully implant a brand in the film, integrated operation is the best choice, but it requires the cooperation and cooperation of many parties, and also puts forward very high requirements for planning. For example, shooting TV series or movies with built-in real estate, from the beginning of demolition, take this real estate as the shooting location, shoot the owners to move in and start community life. The situation of real estate companies and the pull of property management can be considered, which is the focus of society and should be worthy of attention. If it is combined with cars, the name can be called "Have a House and a Car", which is dedicated to every audience who cares about houses and cars. If the protagonist is disabled, 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 took a mobile phone. Wouldn't it be perfect to have a trilogy of consumption and a photo of the RV?