Five principles of film and television implanted marketing

Wen-Liang

Recently, "together to see the meteor shower" because the implantation of ads too much too blunt and is called "thunderstorm" by netizens. I watched a few episodes, and found that many of the ads do not seem to be out of tune with the plot, completely contrary to the transmission mechanism of implantation. From last year's ugly woman invincible, Mango station seems to be fascinated by implantable ads. This intensified, the implant brand as high as 20, the first few episodes are exposed to every 5 seconds a brand frequency appears. Even Feng Xiaogang's "non-interference" also pales in the shade. For meteor shower, there is enough talk. But for the brand to invest a large amount of advertising costs, so scold the sound of an implanted advertising, in the end to the brand and sales can bring much benefit, imagine.

Implantable marketing as a soft means of communication, in the final analysis or to return to the origin of marketing, follow the http://www.aliyun.com/zixun/aggregation/18012.html "> brand building and dissemination of the law, It is possible to reach the top 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.

Originally sent on August 21, "Southern Metropolis Daily" marketing column, reprinted please indicate the source and author