Advertisement Implantation Has "&Nbsp; Curative Effect" Or&Nbsp; &Nbsp; "Too Funny".

The "33 days of lovelorn" is just showing up. The "Gang Gang" that has just been broadcast, the two major films and TV plays, apart from plots and stars, are more impressive because of the frequent placement of advertisements. This is an era of universal information, and is also an era of advertising pervasive. A large number of hot advertisements in the hot market bring huge profit margins to merchants and producers, attracting many brands to rush to the herd. But the advertisement implantation is not that any movie and TV play can live in hold, is it disgusting or is it amazing? Smart enough implantation always lets the audience completely ignore its existence, making people speechless implanted "everywhere, naked". Moistening things as silent as "33 days of lovelorn", both sold films and sold advertisements; rough and low-grade, such as men's Gang, was because they put an online shopping mall into the implantation of the leading actor's life. Net friend Exclamation "advertisement is implanted in TV drama". In modern TV dramas, it is inevitable that advertisements can be implanted. On the other hand, there are thousands and thousands of golden implants, and on the other hand, the film and TV play's parents, the audience's reputation. Is the film and TV works implanted enough to stop advertising or is it reasonable to exist?

At present, implantation of films and TV plays that reflect realistic themes has become a mainstream. A TV play with realistic themes will not even make sense for the producers and directors if there are no ten or eight implants. Even if the screen and screen are full of embedded ads, it is not difficult for the audience to make a choice. In general, advertising implants can be classified into the highest realm of "no trace", the most ubiquitous and the most competitive state of "exclusive customization".

The first type of natural transition is imperceptible.

Typical example: the movie "lovelorn 33 days" and so on.

The small budget movie, lovelorn 33 days, which has already created two hundred million box office, is still a miracle in the Chinese language film of the year. The film is exquisite, humorous, realistic, and even the frequently criticized placement ads are handled properly.

Huang Xiaoxian's rival Huang Xiaoxian drank when he came out to chat. Huiyuan Fruit juice, Wang Xiaojian's Android mobile games, and the old king's place to eat with Huang Xiaoxian are often referred to by some senior guild hall. There are no fewer than ten advertisements. According to the head of the film publisher, the cost of "lovelorn 33 days" is only 9 million yuan, and the placement of advertisements is also inevitable. But most viewers say: "some advertisements are implanted naturally, and do not remind us that we really can not find them." For example, there are a lot of Lucky Film in the room played by Wang Xiao Yuan in the article. Because it is not very obvious, many viewers think this is just a common prop in the movie, but this is still a very thorough advertising implant. More netizens summed up the film's several romantic advertising implants: "the happiest implant" - Sanlitun SOHU. Wang Xiaojian and Huang Xiaoxian's office is located in SOHU, Sanlitun. Huang Xiaoxian always likes to see billboards outside the window. Wang Xiao Xiao lights up Huang Xiaoxian's billboard near the billboard. This implant is still very happy because it touched people very much at that moment.

The most logical implant is the "Mei Wei Ting wedding counselor". "Lovelorn 33 days" is about a pair of men and women who work in the wedding counseling center. In the film, Wang Xiaojian and Huang Xiaoxian were both wedding planning consultants, while Zhang Jiayi played the role of the boss of the wedding hall. The wedding consultant's implantation is very romantic and pleasant. At the wedding ceremony of Huang Xiaoxian's classmate, Wang Xiaojian designed a trap to make Xiao Xian's ex boyfriend make a fool of himself in public. On the background screen of three people, it was "Mei Wei Ting wedding counselor". "Mei Wei Ting wedding consultant" was not the kind of master who spent money, but also took the initiative to plan the wedding scene layout of the whole movie.

Second kinds of sales promotion reputation decline

Typical representatives: TV drama "men's Gang" and so on.

Dream of buying Jingdong online mall products, deluxe milk close-up shot than the heroine also frequent...... The low-key placement ads on weekdays are not only a large number of recent TV series "men's help" but also blatantly trying to catch up with the protagonists. The audience laughed. "Men's Gang" became a "advertising Gang". From Gu Xiaobai's iPhone4 to seven wolves, Mo Xiaomin's endorsed OLAY cosmetics to Amy's Burberry scarf and Luo Shuquan's feather vest. These popular products point to one direction -- Jingdong mall.

Naked and direct Jingdong mall advertising in men's Gang, cause A lot of audience disputes, even Gu Xiaobai and ah Qian watching TV at home, is also discussing the heroine of Jingdong mall advertising, but the director is still not satisfied, let Honglei Sun sleep in the process of browsing the mall page, dream to the mall warehouse tour, the next day door-to-door service staff of the mall good attitude for the goods he bought wrong returns, and these episodes do not see any relationship with the plot. In addition to advertising in the play, Jingdong mall has done enough work outside the drama. The opening of Jingdong mall's website is all Honglei Sun's endorsement. According to incomplete statistics, the daily order volume of Jingdong mall is more than 400 thousand single, an increase of more than 290% over the same period. During the broadcast of the show, Jingdong mall joined hands with many well-known international and domestic footwear and footwear brands, and launched a number of "men's help" thematic marketing activities on its open platform.

Jingdong mall officials said that the introduction of ads in the men's play and the simultaneous launching of a number of thematic marketing activities during the premiere were an attempt by Jingdong mall in entertainment marketing. With the popularity of "men's Gang", the sales volume of Jingdong mall's open platform has been greatly improved. It has attracted a large number of high-quality brands from other shopping centers such as Taobao, and Vera Wang, Paris Hilton and other international trend brands, which are chased by fashion trends, will soon be on the Jingdong open platform. But when the reporter tried to inquire about how much money the Jingdong director of marketing department, Yuan Shi Yuan, had invested in the men's Gang, and how much benefit the TV play brought to the mall, he refused to disclose it on the grounds of "inconvenient to talk about this topic and not accept your interview". The only data available is that last year Jingdong mall's annual sales exceeded 10 billion, and this year it will hit 30 billion yuan mark. The huge growth in this area is sure to boost the "men's Gang".

However, although Jingdong mall has made a lot of money through the men's Gang, the ubiquitous placement of advertisements has also brought negative effects to many viewers. There are Jingdong everywhere. Do you understand what is extremes? "

Third category

Film and TV advertising put the cart before the horse

Representative: TV drama "impeccable"

Nowadays, audiences are "eating soft but not eating hard". Effect Bad, many brand businesses have focused on the "exclusive custom drama." The so-called "customization" is that businessmen and TV stations are involved in the creation of TV dramas from the beginning of the topic or script. To put it plainly, a TV play is implanted in a thorough advertisement. And exclusive, that is, apart from this brand, we must not allow other brands to intervene.

The "unassailable beauty like cloud", which was set up at the major TV stations, is the typical representative of the opening of the "exclusive custom drama". The title of the TV play seems to be awkward, but it can easily remind people of the slogan of the shampoo brand. The drama belongs to the exclusive drama set by Qingyang, which is different from ordinary TV commercials. The exclusive rights and interests of Qingyang brand in the customized play will be guaranteed, so as to avoid the unclear focus of similar products in the "Du Lala promotion", and ensure the rights and interests of the customer. Secondly, unlike the simple brand information implantation, the ambition of exclusive customized drama lies not only in publicizing the brand, but also in disseminating the concept and spirit of the brand to the audience. After the broadcast, the search rate of the "unassailable" and "Qingyang" brands increased by 6~10 times on the Internet search engine, and the market share of the "Qingyang" shampoo nationwide increased by 35% compared to the same period in 2007.

As for the cost, the sponsorship fee of the exclusive customized drama is much higher than that of many joint implants. The staff of Anhui satellite TV specially responsible for the customized play said: "although the price of this kind of advertising input is higher than that of the direct purchase of TV stations, the enthusiasm of businessmen to exclusive customized drama is still very high." But there are also experts in the field of marketing consultancy, who say that whether there is an exclusive customization or ordinary soft advertisement placement, there is a great market for both producers. capital The way of raising money is more convincing for brands than hard advertising, so it will not be terminated because of controversy. If you want to get the favor of the audience, you will depend on the joint efforts of the producers and the brands. You must grasp the boundaries of art and not be too eager for quick success or instant benefit, otherwise it will just backfire.