The Confusion Of Brand Communication

In March 31st, a media conference was held in Shanghai on the inspirational drama "love the anchors" made by Zhejiang satellite TV. The reporter saw the LOGO of AOKANG brand everywhere.

According to the comprehensive cooperation agreement signed by AOKANG and Zhejiang satellite TV, AOKANG not only provides footwear products for the male and female protagonists of the play, but also naturally integrates the AOKANG brand and terminal images into the plot and interactive section of the drama, so as to disseminate the core positioning of the business fashion vividly and efficiently.

Whether the brand advertisement is in the audience's eyes or in the audience's mind, more and more businesses choose the trend of brand dissemination in the hit TV series, which has already told us the answer.

Brand implants are selling off terminal sales in a way of implicit pmission.

The confusion of brand communication

"Prohibit advertising time in TV dramas," this banter of netizens shows that the audience is repulsive to more and more TV advertisements. The remote control has become a merciless rating killer. In addition to the popularity of the network media, the audience can easily filter out the advertisements. The gap between the audience and the audience is widening and the effect of the advertising is getting worse and worse.

According to an industry source, China's traditional advertising has been slowing down after years of rapid development, and the ratings of regular advertisements currently in or around the TV are usually in a downward trend.

As a business, how to balance the contradiction between brand exposure demand and traditional channel bottlenecks has become an urgent problem for its brand communication department.

"In the past, we would choose to advertise in the prime time of mainstream media, but after a period of time to assess it, we found that there was no significant stimulus to the market. We naturally put our eyes on the way of brand implanting which has springing up in China in recent years."

Jiang Yihan, director of brand promotion at AOKANG shoe Limited by Share Ltd, Zhejiang, said.

"We are moving from an era of interruption of marketing communication to an era of implantation," Cindy, President of the global brand content marketing association, once said.

Brand implants, unlike traditional ads, are straightforward and nudity. They integrate commercial information such as brands, products and businesses into an integral part of entertainment products and guide audiences to discover brands and remember brands.

This way of communication is capturing the hearts of consumers with its implicit and tender feelings.

　　品牌傍上熱播影視劇 

No matter what Spielberg's "ET" Rees candy is, or Dove and AOKANG in "the Invincible Ugly Woman", Mengniu and Chevrolet in the country love story, more and more brands are starting to hit the hit TV series.

But brand implants are not a big pot of stew, but there's a lot of attention.

Brand implanting is too deep, it is hard for viewers to find advertising information; implantation is too shallow, and easily trigger the audience's psychological conflict.

The level of general brand implantation is judged by 5 information points: trademark, product, attitude, function and brand meaning.

In these 5 information points, only the first two information points are considered to be low information completeness, but the effect is not obvious.

The interpretation of product function and brand meaning is a relatively high degree of information completeness, which integrates the characteristics and appeals of the product into the whole program, making the content of the brand the main thread of the program's focus or plot development. This is the best state of brand implanting.

"We simply do not use the way of displaying brand names, products and other information.

Only when the demands of TV dramas are highly consistent with the ideas advocated by the brand, will this implant become more integrated and more intangible and tangible.

Jiang Yihan said that it is precisely because the "Invincible Ugly" in the "Fei de Nan" as the representative of the upstart group with the AOKANG brand has a common pursuit, "love the anchors" in the heroine firmly believe that "dreams are coming out" and unremitting efforts and ultimately successful, these characteristics of the AOKANG has become a key factor in the selection of these TV dramas.

And the earlier the time of implantation, the sooner the better. After recognizing the correlation between brand and movie and TV play, businesses should establish contact with the group, directors, stars, online games, brokers and other organizations as soon as possible, looking for the best opportunity and carrier for implantation.

Thus occupying the advantage of active attack, it is strategically advantageous and natural.

Magician's trick has magic effect.

In the 3 months after the ET broadcast in 1982, Rees candy sales increased by 65%, and more and more children or parents chose to buy Rees candy that could make them feel "a movie role", which was later praised as "magic effect" by later marketing experts.

But in practice, it is easy to get into the misunderstanding of brand implantation.

For example, it does not clarify the problem of deep, early or late. It is hard to implant the ads which are not related to the scenes, props and scenes of the play to the drama. Blindly pursuing the frequency of the brand and ignoring the "antibody" of the audience's attention, causes the psychological aversion of the audience and has a negative impact on the brand.

Or no effective evaluation mechanism has been established. There is no quantitative analysis of the value of placement, the auditory perception, the market effect, the brand promotion and the influence of the screen.

Jiang Yihan agreed with that.

After working with "ugly woman invincible", AOKANG followed the TV audience's ratings and the effect of brand presentation, and analyzed the achievements of the invincible terminal activities.

Data show that during the TV broadcast, AOKANG's sales increased by 30% over the same period, and the people who entered the shop were closer to brand positioning.

Because of the success of ugly women, AOKANG did not hesitate to cooperate with Zhejiang TV's first homemade drama "falling in love with the anchors".

The successful placement of advertisements without exception requires the use of magician's ingenious strategy in terms of brand positioning, plot matching and the rationality of embedding methods, so that brand implants can produce magically magical effects.

In this way, we can see the implanting of brands such as AOKANG in film and TV drama, the market positioning of the brand and the presentation way in the play.