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Media And Media Penetration

2010/9/9 16:53:00 29

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Implantable

In the movie and TV drama, when the city is attacking the city, it quietly infiltrated into the Chinese book industry.

People unwittingly discovered that when they read a book, they were also "advertised". Perhaps a certain brand of clothing became the favorite of the heroine in the book, and perhaps it was repeatedly mentioned that a drug was mentioned in the book, and the reason was that the merchant provided sponsorship for the author.

The introduction of advertisements into books began with Balzac?

clothing

Brand

books

The placement of advertisements has again entered the field of vision.

In the 2008 super selling novel Tibetan code 6, the hero said, "we can buy an island in Croatia, and the weather is fine and sail with our favorite TTDOU."

(thirteenth pages).

If the clothing brand kicking bag is implanted at this time, there is still some cover up. In the book "kick kick Lijiang love" published in 2009, the whole book is the shadow of advertising from beginning to end.

The heroine is no longer shy, but is called kicking bag directly. The hero calls the Kang wood, and their combination is ttdou.com.

In the previous sequel of struggling TV series "struggle Utopia", a foreign clothing brand has become the object of the heroine and fashion designer Xia Lin.

The whole brand runs through the novel and is memorable.

The book is said to have received sponsorship fees of 3 million yuan from the sponsors.

Of course, the 3 million yuan is not only the cost of product placement, but also includes the insert and other advertising costs.

What is interesting is that the earliest implanted ads we know are not films and television, but the real originator is book placement advertisements.

The first placement product makes the clothing brand achieve a good publicity effect through books.

When Balzac wrote "the comedy of the world" in 1849, in order to repay his tailor friend Buisson, he wrote the name and address of the tailor in "the comedy of the world". In the book, the tailor shop was praised by celebrities and celebrities.

Many readers of novels have come to the door, Buyi song's business is booming.

Here we can vaguely see the two forms of clothing brand placement: the brand is implanted in the right place of book works; Xia Lin, a struggling Utopia, is described as a fashion designer; the appearance of clothing brand appears reasonable; the other is directly sponsoring the author to write a suitable story for the brand, for example, Bulgari, the world's most famous jewelry manufacturer, signed a contract with the famous British writer Faye Weldon, so that he could write a novel to promote Bulgari products.

Low cost advertising channels

The combination of clothing brand and product placement advertisement is not a simple Cultural Alliance.

For advertisers, businessisbusiness.

MarkBurnett, a leading us product advertising leader, has explained the low price of implantable advertising as "one to five" rule, that is, the marketing effect of one dollar is equivalent to the marketing effect of five dollars ordinary commercial advertisement.

For example, Motorola's sponsorship of mobile phone is said to be only about 4000000, while TCL mobile phone only paid 10 million for Kim Hee Sun's advertising.