Analysis on the appropriateness of embedded advertising in film and television works

With the development of society, advertising style is more and more, but from the survey results to see the firm's earnings effect is not obvious, unless the brand has been done, and then need to continue to affect people's hearts. Otherwise, a new brand is hard to put into people's hearts, so implicit advertising is now one of the most important means of business, from automobiles, mobile phones and even cosmetics to a try on invisible ads. Coing also to analyze the invisible advertising of film and television advertising embedded marketing, today's most important analysis of this ad implantation moderate.

Implantable marketing as a soft means of communication, in the final analysis or to return to the original point of marketing, follow the rules of brand building and dissemination, it is possible to achieve the highest level of the best marketing realm. Personally, the brand should follow the following five major principles in the marketing of film and television dramas:

1, positioning law: Brand communication is essentially to let the target consumers accept the brand positioning process. Therefore, implantable advertising should also focus on the positioning of communication. "Ugly Woman Invincible", the Dove "True is Beautiful" brand positioning in the forest invincible this appearance ordinary but good and progressive, the simple real girl was given a specific interpretation, and when more and more viewers were fond of Lin Invincible, she became Dove's brand spokesperson, and consumers would satisfy their psychological identity by consuming Dove, Accept this real, beautiful aesthetic.

2, matching law: Film and television scripts and stories is the matrix of implantable marketing, most of the current business processes are completed after the script to find sponsors. Therefore, it is important for sponsors to consider whether their brand is suitable for the story or the characters in the play. "Meteor shower" is much criticized as a rich son and race driver Murong Clouds, actually open a brand is not high-end urban SUV, how to see how awkward. and "struggle", Audi as Tao mounts, witnessed the youth for the ideal struggle for the whole process, very consistent with its "for the enterprising Applause" brand proposition. Therefore, the brand in the choice of implant, must be from their own brand positioning, brand culture and target groups, to find the most matching stories and characters.

3, the principle of integration: Please note that the brand should be deeply implanted into the plot and character life, not the hard plug. In other words, these products should be the characters of life must and conform to character, is an indispensable part of their lives. For example, 007 movies in the state of the various High-tech products, from sports cars, watches to laptops, is in line with his agent identity, and thus convincing and envy. But in "meteor shower", many products are "assigned" to the characters, such as "marketing" to the heroine's So-and-so shampoo. Other non-fusion performance is to arrange the characters in the play for the brand to read lines, Sun logo, these acts as a "patch ads" more appropriate.

4, reasonable law: Film and television is the projection of real life, therefore, implantable ads should also conform to the common sense of life and normal logic. In the meteor shower, the school uniforms are the same brand, even their sneakers and basketball vests are the same brand, several other personal belongings of the protagonist, from casual to luggage bag, also can not jump out of the claws of the brand. Several others use the same brand of mobile phones, computers and cars, and even all the drinks are a brand of tea, the audience will feel too fake, and for unreasonable things, consumers will not accept, since these brands who are used, no personality, why should I buy?

5, the Emotional law: "Do Not disturb the" box office, the biggest winner is not Feng Xiaogang, but romantic and a bit poignant Japan Hokkaido. In this piece of sea sky color, open distant natural scenery, because has Shu Qi and ge of lingering love, this piece of land is full of vitality and temptation. Many viewers have been touched by this very, very, but sincere love story in Hokkaido, eager to go to the place of this affair. After the broadcast of the film, the domestic major travel agencies to launch the "non-sincere not to disturb Hokkaido Classic Route Tour" enrollment is hot enough to explain the charm of the implantation of ads. Therefore, from the emotional conquest of the audience, to achieve the effect of harmony, should be implanted marketing pursuit of the superior realm.

A long time ago, "Humen" This film, Nokia has quietly begun to carry out the film and television ads implanted activities, NOKIA3250 was also in the memory of people. "Struggle" This movie actor Tao mounts Audi Q7, also symbolizes these enterprises are slowly beginning the invisible implanted advertising, to let the brand deeply rooted, improve the impact of their own brands. These covert ads are done in place to allow people to accept these things in TV dramas. Can say some enterprise's film and television advertisement implantation has done very successful. But as this approach is slowly understood, many companies are starting to implement such a pattern, but they have lost their degrees.

"Meteor shower" is the most criticized is as rich son and race driver Murong Clouds, incredibly open is a brand is not high-end urban off-road vehicle, this and television drama compared to feel less than, now very hot movie "go to see meteor shower" is also known as a thunderstorm movie by netizens, because of embedded ads blunt, too much, So I got a curse. EG: "Sunny Afternoon, H4 with a brand shampoo after washing head, wearing a brand of clothing and another brand shoes, from the home of an overseas Chinese city, in two brands of cars, selected a brand of off-road vehicles, to a fitness center next to an internet café. They use a certain brand of computer, beside each have a cup of tea, and a rabbit-shaped doll. From the above "jokes" can be seen, eat, drink, live, line, only the audience could not imagine, no meteor shower can not be implanted in the play. From the kind of view, the play also set a domestic TV drama ads implanted in the history of the largest.

Implantable marketing as a soft means of communication, in the final analysis or to return to the original point of marketing, follow the rules of brand building and dissemination, it is possible to achieve the highest level of the best marketing realm. Small wide for implantable ads understood as three points: reasonable, fit, match. If advertisers can fully combine these three points into the film and television, the impact of the brand will be a significant increase.

Author: Xiao Wide First Life Network founder (www.dysh.org) is currently pushing a moderator, to see more articles please visit the blog. Learn to promote knowledge, please look for www.tui18.com