植入式廣告及運(yùn)用策略（Implantable advertising and its application strategy）

1、植入式廣告及運(yùn)用策略（Implantable advertising and its application strategy）Implantable advertising and its application strategy media business schoolHu Rui about 3479 wordsAbstract: the information communication mode of implantable advertising has become the focus of information for many advertisers because of

2、 its low cost, concealment and topic. In particular, this years Spring Festival Gala on a number of implantable advertising has aroused widespread concern, therefore, it is necessary to study the new situation of implantable advertising strategy.Key words implantable advertising use strategyProduct

3、Placement (placement advertising), also known as implantable marketing (Product PlacementMarketing). Refers to the product or brand, and its representative visual symbols, and even service content, strategy into the film, TV or TV program content, through the reproduction of the scene. Let the audie

4、nce leave the impression of the product and brand, and then achieve the purpose of marketing. Product placement and media integration, construct the audience real life or the ideal situation is a part of the goods or service information to non performance method of advertising, the audience in the u

5、nconscious modality, quietly instilled in the audience. Because of its hidden features, implantable advertising is also known as embedded advertising or soft advertising.First, the advantages and disadvantages of implantable advertising1, the advantages of implantable advertising.First of all, the i

6、nformation advertised by implantable advertising is more easily accepted by the audience. On the one hand, because of the close combination of brand information and film and television programs, it is very difficult for consumers to isolate the product from the program when watching TV programs. In

7、this way, the audience will naturally accept the content of the program while accepting the dissemination of brand information. Reasonable implantation is even beneficial for the audience to understand the character of the characters in the TV program and the development of the plot according to the

8、 implanted brand. On the other hand, in the content of the program to insert advertising, the audience is easy to concentrate. Because the television program the wonderful plot, excellent production, giving the audience the great attraction to the audience when watching the program content is often

9、highly focused, this information is transmitted to the audience with the brand in the program content. Compared with the traditional explicit advertising, the communication environment is relatively simple, and the interference is less. In this case, the active reception of the audience is more cond

10、ucive to improving the effectiveness of brand communication.Second, brand information is more widely spread and lasts longer. Because of the monotonous and monotonous form of traditional advertising, it is hard to produce lasting influence in the minds of consumers. Placement advertising is transmit

11、ted to consumers with the content of the program. It is easy to establish a lasting impression in the audiences mind. Film and television programs and books, CDs and other information to be repeated and good preservation, and even good television programs will not only in the minds of contemporary p

12、eople to spread, but also to the new generation. Therefore, the placement of advertising will also be accompanied by the spread of outstanding television programs and extensive and long-lasting publicity.Third, the cost of implantable advertising is relatively low. Compared with the traditional adve

13、rtising methods, according to the circulation, ratings and other advertising costs, the cost of implantable advertising itself is relatively low. In the product placement advertisement, the advertiser only needs to insert the brand information into the program content, and the content manufacturer i

14、s promoting the advertisement brand at the same time of promoting the program. If successful TV programs are successful, the brands embedded in them will get more publicity opportunities. Thus, the propaganda cost is saved.2 disadvantages of implantable advertising.First, the embedded brand informat

15、ion is limited by many factors. First。 Not all brands are suitable for implantable advertising, only a well-known brand is more suitable for implantable advertising. Secondly, the form of brand is restricted by the content of TV programs. Therefore, enterprises can not carry out advertising ideas as

16、 they wish. Only in conformity with the needs of brand dissemination, information and film and television program content. In order to carry out brand publicity. In addition, implantable advertising is more suitable for emotional appeal rather than rational propaganda.Implantable advertising can not

17、 be as explicit advertising, general information on the brand intuitive rational description, which does not meet the dissemination of the purpose of implantable advertising, it is imperceptible in the form of persuasion to the audience. Therefore, the brand information embedded in the advertisement

18、 is likely to be ignored by consumers.Second, the creation level of implantable advertising is low. At present, the overall creative level of TV placement advertisements in our country is still in the initial stage, and the creation techniques are immature. For example, often consider simply adding

19、product close-up or brand exposure, and ignoring the brand and the plot of the film whether it matches, rarely consider the publicity product or brand itself and the relevance of the film. In the form of expression, the creation form of the embedded advertisement is unitary, the content is relativel

20、y simple, the form of expression is rigid and not natural. Some brand implants are very abrupt, the audience feel unnatural, so it is not conducive to product placement advertising publicity.Third, about the effect of implantable advertising, our country has not yet a scientific evaluation system. A

21、t present, the evaluation of the effectiveness of implantable advertising in our country is almost in the blank stage, which has become one of the bottlenecks of the scale effect of the implantable advertising market. Although implantable advertising brings new contacts to brands, they allow brands

22、and products to gain more exposure and enable businesses to benefit more. However, more and more enterprises have found that the effect of product placement is not easy to control and measure. Enterprises become passive recipients, although paid the money, but the returns are somewhat unexpected. Th

23、is is because of the lack of effective evaluation system of implantable advertising in our country. This is not conducive to the accurate evaluation and evaluation of the effectiveness of brand communication, which is not conducive to the development of implantable advertising.Two, implantable adver

24、tising strategyHow will the product and brand strategy into the program? How to effect the overall strategy and brand Product placement match? How to deal with the relationship between other brands of the same program? How to make better use of the advertising effect Product placement bring? Thinkin

25、g about these questions. The author puts forward the following suggestions on the strategy of advertising implants.1 content based strategy.This means that in the case of an existing play, the advertisement shows no more than the content. Implantable advertising is the integration of advertising int

26、o the content of entertainment programs. The content of the two is standard, and advertising is in a relatively minor position. The emergence of advertising content to the needs of the premise, even in the choice of the content of the case is not essential, to the detriment of the content for the pr

27、inciple, because it does not comply with the plot of the advertising show will cause the audience antipathy, not to expose exposed. Content based strategy doesnt mean we cant write a script for a product or brand. BMW for its classic Miniconper models tailored to a movie sly. After its release in 20

28、03, the audience was impressed by the superior performance of the three BMW Minicooper in the film. For a particular brand of a movie is less, in most cases, the brand for the implantation opportunities are can not meet.2 life authenticity strategies.Film and television work is a reflection of life.

29、 A large number of film and television drama needs to simulate real-life scenes. Such a process can bring opportunities for implants, but brand implants do not make people feel unreal. Brand implantation if people feel divorced from the reality of life, first of all will cause resentment of the audi

30、ence, and secondly, will affect the effect of brand implantation. In the study of advertising planning, it is very prudent to choose the occasions of advertising products in TV advertisements, so as to conform to the actual situation of consumers. In this way, consumers encounter similar needs in li

31、fe when you can think of the product. For example, according to its goal, Wong Lo Kat features in the new advertising scene on the choice of the barbecue and Internet cafes. This is the same in the placement of advertising, in the Smith couple in the emergence of a Panasonic CF-29 rugged notebook.Th

32、is notebook appears to be in line with the reality of life. In the current European and American, more than 50% of the security departments, such as police, fire control, security and so on, are using Panasonic rugged notebook. Such implants allow viewers to think about Panasonic when they need a ru

33、gged laptop in their lives.3 brand differentiation strategy.From the current practice of implantable advertising, mainly some mature well-known brands are more enthusiastic about this form. Inputs are large, new entrants to the market are not familiar to consumers, and there are few cases of product

34、 placement. Many researchers have studied the propagation characteristics of implantable advertising. They believe that the form of implantable advertising is only suitable for well-known brands, and it has no effect on new unknown brands. In my opinion. For newly unknown brands. Implantable adverti

35、sing can not be done, but how to do it. The fact is that in the history of implantable advertising, there have been examples of small brands that have rapidly expanded their popularity, increased sales, and achieved success through films. For example, alien in the Reesespieces Rees (Hershey) chocola

36、te. A new brand and mature brand need to pay attention to the problem is the brand image, personality and the content of the program in line with the meaning. In the product placement, the brand image, personality and the meaning of the film have a one-way expression or mutual construction. Therefor

37、e. Whether or not the two matches is the key to choosing the opportunity to implant.For mature brands, the audience on the brand represents what has been relatively clear. Implants of inconsistent meaning create cognitive confusion for the audience. The new brand of embedded opportunities to look for, you need to be more cautious, rather give up the opportunity to implant, and do not appear in the brands o