From The Marketing Point Of View, Those Things About The Placement Of Advertisements.

From three years ago, the Spring Festival evening was reprimanded for being implanted in advertisements, and the placement ads were everywhere in blockbuster and variety shows. Behind this change, it means that the placement of advertisements has become a mainstream marketing mode. At present, the mode of implanting ads is more natural, and prices are also rising in the pursuit of many enterprises.

At the end of 2013, two embedded ads were very concerned. One was the unattractive posters of Jingdong in the snack town of Northeast China, and the other was the product of E E, a new year's blockbuster. Aside from the background of the two companies, we only talk about the two concerns from the marketing point of view.

Why do these two ads attract the attention of the marketing industry? The focus is on advertising. As the current home variety card, "Daddy goes where", ratings naturally need not be questioned. If it weren't for the late Jingdong's marketing boom, it was estimated that few people could find out the unattractive posters in "Daddy's where to go". Because of this, many experienced marketers believe that Jingdong's embedded ads are hidden deeply, and the effect is not ideal.

Pulling time back to the Spring Festival Gala three years ago, a few hard lines embedded in Zhao Benshan's short essay made the Sohu video and Sogou input method become popular. Because of the denunciation effect caused by the placement of advertisements, the popularity of Sohu video and Sogou input method has rapidly increased, and has entered the sight of ordinary people.

Objectively speaking, if there is no audience's condemnation of the advertisements in the Spring Festival Gala, it will be difficult to generate such a high degree of attention from the ads implanted in Zhao Benshan's sketches. Let's look at the placement of ads in Jingdong where Dad is going. The implantation point selection is not good, and there is no suspense and controversy in implantation. This directly affects the effect of placement.

Let's look at the case of E E. The product is properly embedded in the story. Later, Feng Xiaogang launched a private customized new year product T7, and launched a series of "private custom" standards such as ordering wallpaper, customized packaging and so on, emphasizing the "private ordering" elements.

from early stage In the "private custom", the ads are strongly promoted in the late stage of publicity and product positioning. The advertisement of E E Ben has a strong continuity, which can be said to be a successful implant. In late marketing, the publicity highlights of E people E Ben T7 are also privately ordered, and are limited sales, echoing the plot in private custom movies. This is also a concern of marketers.

In fact, the way of E E Ben is similar to that of animated "Altman". In recent years, animation "Altman" has become an anime with a high rate of attention among children. In the market, all kinds of toys and costumes about Altman are also very popular. Once the private subscription is the top of the box office, E E is sure to get a lot of money.

A comprehensive advertisement for the Spring Festival Gala and the new year's blockbuster and the variety show shows that there are three key points in a successful advertisement implantation: first, the suitable implantation point; two, the hot spot promotion; and three, the follow-up marketing.

Specifically, the choice of suitable implantation points is related to the success or failure of placement. How to put the ads into the plot skillfully, so as to moisten the realm of silence and test the wisdom of marketing people. In the hit TV drama "let's get married," there is an embedded advertisement in Lily net. Originality It's worth learning. The protagonist carambola is a leftover woman of the old age. The mother of the carambola is seeking marriage. It is very natural that the real name of Lily net is implanted into the plot. This implantation point is a creative idea, and is also one of the key points in the successful placement of advertisements.

As for the promotion of the hot spots involved in advertising, it means that when advertising is implanted into the program, it should continue to guide the audience to find the placement advertisements while promoting the expansion of the advertising coverage.

The subsequent marketing of embedded ads is similar to the product development and marketing of E private E in the private custom. In the 2013 blockbuster "Beijing meets Seattle", Lenovo implanted many products and promoted it in subsequent marketing. Later, "Beijing meets Seattle" fire, Lenovo's K900 mobile phone is also on fire. According to unofficial sources, the upsurge of public opinion triggered by private subscription has stimulated the gradual rise of private E E sales. It seems that the follow-up marketing of "private custom" elements has played a role.

Implant advertising as a kind of rising The marketing mode is being used by more and more enterprises. With the help of plot or program content, products or brands are naturally displayed to consumers and achieve the purpose of penetration. Because embedded advertising is a systematic project, many enterprises have neglected the subsequent promotion of advertising implants, resulting in the effect of placement advertising being greatly reduced, which can be said to be an error in the placement of advertisements. Finally, the author hopes that enterprises can make good use of the marketing mode of implanting advertising, and create an embedded advertising marketing mode that belongs to their own enterprises.