productplacement.docx
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productplacement.docx
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productplacement
ProductPlacement
ProductPlacementmeansfully-integratingintoTVshowormovie.Lettheproducttobethepartofthedrama.
Nowadays,consumersareinundatedwithadvertisingeverywhere:
television,radio,billboards,magazines,buses,newspapers,theInternet....Ithinkmostofuswouldfeelunhappy,whenweseeaTVcommercialjustpopsoutduringaTVshow.
‘Product placement, or embedded marketing is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, music videos, the story line of television shows, or news programs’.[1] Product placements are often initiated through an agreement between a product manufacturer and the media company in which the media company receives economic benefit. A company will often pay a fee to have their product used, displayed, or significantly featured in a movie or show. For example, Coca-Cola could pay a given fee to have the title character drinking a Coke, instead of a Pepsi beverage, or Toyota might pay to have one of the characters drive their newest automobile. Through product placement, companies hope that moviegoers will take note of the products used by the characters, and therefore think more strongly about using the products themselves.
‘The first product placement originates back to its film debut in the 1800's. In the film titled "Défilé du 8e Battalion" (Girel, 1896), a wheelbarrow displaying the Sunlight Soap logo and accompanied by a tuxedo-ed Lavanchy -Clarke, is placed in the foreground between the camera and the parade. The business of product placement had begun’.[2]The earliest product placement advertising was showed in a cartoon "Popeye" in 1929, including Popeye became the spokesman of the spinach. Product placement has long been prevalent in sports as movies, from professional sports to college sports, and even on the local level with high school sports. Today, the product placement as a advertising is very important , in the developed country. Particularly, in the England which the Premier League is the most famous in the product placement not only provides a new way of advertising for manufacturer but also promotes the economy development. Each season, annual income is more than1 billion EURs , in addition to the stadium and outside on TV income, sponsors investment is also one of the main incomes, television brings huge income, but also the league influence is expanded rapidly, today's premier league has become the highest league in the world.
‘Whenever the premier league is going in theworld, with more than 150 countries, through the live broadcast or other ways to see, the global audience total number more than 450 million’.[3]
Product placements are often initiated through an agreement between a product manufacturer and the Premier League clubs or media companies in which the media companies or the clubs receive economic benefit. A company will often pay a fee to have their product used, displayed, or significantly featured in the match or on TV. For example, NIKE or ADIDAS provides the free shoes and T-shirts for players, also as the break time AD, guardrail and seat POP..so on. Through product placement, companies hope that the audience will take attention to their products, and therefore hope more strongly about using the products themselves.
Themajorityofconsumersaregettingtiredvarietyofcommercials.Whentheadcomes,mostpeoplewillchangethechannel.AccordingtoForresterResearchandtheAmericanAcademyofAdvertising:
'Primetimetelevisioncommercialsareonlyseenbyonly8–10%oftheviewers,whichmeans-90%ofallviewersdonotwatchcommercials.'Forthebusinesses,withthemarketforDVR's,suchasTiVoincreasing,moreandmoreviewersarewatchingfewercommercials.Therefore,businessmenhavetolookforthenewwaytoselltheirproducts.
Forthosereasons,ProductPlacementisbecomingpopular.SinceProductPlacementisfully-integratedintoeachshow,itisseenby100%oftheviewers.Becausetheproductisapartofshow,audiencescouldn'tmissit.ProductPlacementsendtheproductmessagewiththedrama,andthustheaudienceswillnotobject.AdvertisementuseProductPlacementtoattractcustomer.
Inthemovie'CasionRoyale',aFordvehiclebecomestheassistantofJamesBond.InChina,aTVprogram'Myth'helpthemobile'LGKP500'becomehotcargo.Fortheseexamples,wecanseetheeffectofProductPlacementincredible.
However,there'remanydisadvantagesintheProductPlacement.SomeProductPlacementsarebadforthewholeplots.SomeProductPlacementsgivesomuchprominencetotheproduct,theybringnegativeimpactonyoungtoomanyProductPlacementsoffastfoodappearTVshows,itmightmakeschildrenmoreinterestedtothiskindoffoodandvulnerabletothingslikejunkfood,wewillbefacedwithanepidemicofchildhoodobesity.That’swhymanypeoplerecommendtothegovernmenttoaddtipsbesidetheProductPlacements.
IthinkProductPlacementisagoodwaytoadvertise.Althoughithassomedefects,Ibelieveasthesystemsimproved,itwouldbecomeperfect.Withthedevelopmentoftechnology,moreandmorecanbeselectedtoreceiveinformationbypeople.IthinkProductPlacementisanadvertisingwaythatsuitforalltheways.
Withthedevelopmentofsociety,productplacementstartingconcern,especiallyfilmandproductplacementoffusion,formoviesandcommercialsbroughtbettercommunicationeffect.
Nowadaysadvertisingmediaenvironmentisgettingmoreandmorecomplex,newmediatechnologycommunicationhighspeeddevelopment,traditionaladvertisingtheirownproblem,advertisersforadvertisementinvestmentcostincreases,theaudience'sattentionscarcityproblem,traditionaladvertisinghasbeenreducedbythelight,advertisingeffectdecreasedgradually.Inthisproductplacementquietlyenteredpeople'sfieldofvision,andimplantableadvertisinghasbeenaknownhottopic,especiallyinthemovieadsnewbroadcastcarrier,onthefilmeffectandtheeffectofadvertisementplaysanundeniableroleinpromotingmutual.Withtheincreaseoftheads,movieadshavesomeproblems.Forthemovieads,manystilldependsontheimplantationstrategy.Sothisarticleaimsatthemovieproductplacementstrategyanalysis.Bythemethodsofliteratureresearchandcaseanalysis,throughthesixlatestfilmandfilmadvertisingimplantpreparationstage,middlestageandlaterstageofimplantationofextendingrespectivelymovieproductplacementstrategyanalysis.Findthemovieproductplacementstrategyproblemsandadvantagesanddisadvantages.Finally,productplacementinthefilmbeforethelatethreestagesareputforwardthecorrespondingstrategiesandperspectives.
Product placement in movies and TV series has become an open secret, people are gradually accepted product placement, and the film and television work in classical implants, and even become the focus of attention of the people. Such as " Transformers " Lenovo computer and Yilishu melts milk advertisement implantation.
Class movie " Star ", the teacher said this film has a lot of product placement. Well, that's the thing. And the film seems to clearly tell the audience, we want ads. The plot is a famous American director Taylor's funeral takes the cost, so it must be in the funeral mass advertising links implantation. But the audience can understand, the real life is also so, the media without advertisers sponsor, would be political propaganda tool.
Some people say, TV on the most wonderful, most expensive, not the TV show, but advertising. Because just 10 seconds, 15 seconds of advertising, production cost up to million. Coupled with the broadcast media costs, one can imagine. At the same time, no advertising support, media capital production so wonderful programs on TV But the audience did not seem to buy it, whenever they hear the advertisement, feel is overwhelming, not tired.
Product placement appears to be in a certain extent, changed this situation, and even advertising products as the main content of the performance of micro film advertisement, due to the fascinating plot by the pursuit of. As the benefits of chewing gum and Yahoo!
Search micro film advertising. Micro film advertising as the out and out product placement, the individual thinks, the development of product placement of maturity.
The rapid increase in the volume and variety of product placement approaches has outpaced research in the field. There is a marked shortage of studies that address particular product placement (pp) techniques in specified situational contexts. This paper reports the category of pp known as explicit, non-integrated product placement in the context of British television programmes. The study used a small convenience sample of young, mixed-nationality TV viewers who were familiar with the British and non-British shows on British commercial TV. Their attitudes to and recognition of pp in this context were explored. The findings are set within a wider-ranging review of previous research, and suggest important implications for promotional practice and future research.
‘Product placement’ in its various forms has become a major arm of the promotional mix in recent years. The media landscape has changed with industry deregulation in many countries and the evolution of new media technologies with global reach. Audiences have fragmented and grown sceptical towards conventional advertising, the result being that advertising is seen as ill-equipped, on its own, to facilitate integrated brand communications strategies. Product placement strategies have evolved from the ‘showing the can’ approach to become increasingly sophisticated. Some researchers . Karrh 1998) argue that ‘brand placement’ is a more appropriate term for capturing the scope of placement activities, altho
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