What are the advantages of TV show implanted advertising

(a) The concept of implantable advertising implantable advertising, also known as implantable marketing, refers to the product or brand and its representative visual symbols or even service content strategically integrated into the content of the film, TV drama or TV program, through the reproduction of the scene, so that the audience left the impression of the product and the brand, and then to achieve the purpose of marketing.

Implanted advertising and media carriers are integrated with each other, *** with the construction of the audience's real life or ideal situation part of the product or service information in a non-advertising method of expression, in the audience's unconscious state, quietly instilled to the audience.

Because of its secretive nature, implanted advertising is also known as embedded advertising or soft advertising.

From this definition, it can be seen that TV drama implanted advertising is through the implantation of product or brand information in the TV drama, temporarily let the audience forget the hidden utilitarian behind, and indulge in the TV drama enjoyment and entertainment, and unnoticeably lead the audience to the marketing of the product.

This dilutes the commercial character of traditional advertising and makes it easier for the audience to accept the product or brand information without realizing it, making it more memorable.

(2) The development of TV drama implanted ads

The emergence of TV drama implanted ads originated from the fact that various merchants offered free *** products as backgrounds and props for TV dramas, integrating their products into the dramas, and achieving the purpose of driving the marketing of their products.

China's earliest TV series implanted ads were in the 1990s with Ge You and Lv Liping starring in "The Story of the Editorial Office", which first used implanted ads in the form of a commercial for the Bailong Mineral Springs Kettle.

And in recent years, with the success of the implanted ads in TV series such as "Struggle", "Whose Youth I Am" and "Country Love", TV series implanted ads have developed significantly in China.

In the "Struggle" and "My Youth Who Decides" a lot of mention of Audi's various cars, for Audi earned enough gimmicks; and in the "Country Love", from the first part of the "big black Mercedes-Benz" to the domestic sedan "Zhonghua Chunjie", from Xie Dafeng supermarket of Mengniu Future Star to the wall of the "China", from the "China" to the "China". Mengniu future star to the wall of the "a catty of milk every day, strong Chinese", TV series implanted ads have long been "deep marrow".

(C) the form of TV drama implanted advertising

TV drama implanted advertising performance space is very broad, in the TV series can see a lot of implantation forms, common forms are: props implantation, line implantation and storyline implantation.

Props implantation means that the product or brand appears in the form of props in the TV series, this form is more suitable for those who already have a certain brand awareness of the product, the new product or brand lack of awareness, it is difficult to seize the audience's attention based on the picture alone.

For example, in the TV series "Struggle", those men will buy a pack of "point eight ***" in every episode, no matter after they are sad or happy.

Here "point eight ***" just in the form of props, but with the help of "Struggle" really a fire.

Line implantation, that is, the product or brand name appears in the lines of the TV series.

In the TV series "Struggle", a large number of lines refer to Audi, such as Xu Zhisen said to his vice president: "Without the company's cultivation of you, how can you drive an Audi A8 to work.

"And in My Youth is My Life, Qian Xiaosou uses Audi "A5" and "Q7" to refer to the two men who are pursuing her sister.

The implantation of the line, subconsciously let the audience accept the meaning and connotation of the brand.

Storyline implantation means that the product or brand is no longer just a prop, but the content of the story or even a clue to the development of the story, the product or brand has become part of the story.

For example, in the web hit series "Love Apartment", the story of Yida between Zhang Wei and Qin Yumo, where "Yida" is no longer a prop, but has become a clue to the story.

The above are the main forms of TV drama implanted advertising, with the development of implanted advertising, new forms will appear.

Choosing the right form of implanted advertising is the key to implanted advertising.

Second, the advantages and problems of TV drama implanted ads

(a) the advantages of TV drama implanted ads

TV drama implanted ads are sought after by sponsors because of their unique communication advantages, which make implanted marketing more effective.

1. TV drama implanted ads make the product face market segmentation

TV drama implanted ads make the product face market segmentation directly, the message is more targeted.

Compared with the traditional hard advertising fatigue bombardment, forced to watch, high didacticism, poor timeliness, low acceptance of the audience and other characteristics, implanted advertising is much softer.

Viewers can choose to watch different TV dramas according to their own willingness, which to a large extent reduces the resistance to advertising and the psychology of defense.

2. TV drama implanted ads are covert

TV drama implanted ads are covert, manufacturers can circumvent the restrictions of relevant laws and regulations, to promote some of the original products can not be advertised, such as cigarettes, spirits, etc.

The TV drama implanted ads are covert.

For example, in the TV series "Struggle", everyone loves to smoke point eight ***, cigarettes borrowed from the TV series fire, which is undoubtedly a successful example.

3. The halo effect of TV drama implanted ads

TV drama implanted ads use the effect of TV dramas or celebrities to put the brand in the plot, forming a kind of behavioral demonstration of consumers, deepening the brand's influence on the basis of the brand association, and ultimately win wide recognition and enhancement of the value of the brand.

For example, in the TV series "Struggle", Audi has become a symbol of successful people's identity, whether it is Xu Zhisen's remarks or Yang Xiaoyun's discussion of Audi and Alto, which has profoundly influenced consumers' perception of its brand.

(II) Problems in TV drama implanted ads

The successful use of implanted ads in TV dramas has led to more and more corporations, media, advertising agencies, and so on to use them in large numbers.

In recent years, implanted advertising in TV dramas has developed greatly in China, but there are still some problems.

1. The implanted brand is hard, causing audience disgust

The requirements of implantation is more ingenious, if it appears in front of the audience violently and is not coordinated with the plot will cause audience disgust.

The TV series "Smile in my heart", the heroine to the sky micro-use is a brand of MP3, around the MP3 and the male protagonist triggered by emotional entanglements up to five episodes or so of the drama, so that the audience pointed to the "hard".

2. implantation of too many brands

Implanted advertising is a kind of advertising is not like advertising advertising, it can not cause the audience's disgust, but also can not let the advertising information slapdash, in the hearts of viewers do not leave a little impression.

But too much brand implantation will not create a strong impression of a brand, but also cause the audience's disgust.

Hunan TV's Ugly Girl, for the first time, let the country realize the advertising implantation can be so bombarded everywhere, food, beverages, shampoo, contact lenses, jewelry, bank credit cards, websites, shower gel ...... in this 36-episode TV series, more than 30 brands **** to create a tens of millions of RMB in implanted advertising revenue.

3. Too much implantation

Implanted ads are implanted in the TV series, and when the TV series turns into a big advertisement, it turns the advantage of implanted ads into a disadvantage.

The TV series "Country Love Story" is full of implanted ads that make the audience resentful, such as a close-up of a dairy product for more than 45 seconds; in addition, every episode has a brand of cars driving through the shallow pool of splash shots, the whole village is driving the same brand of cars, the collective drive out of the car show like.

Such high-frequency advertising implantation will cause the audience to resist.

Third, the TV series implantation advertising strategy (a) content first, advertising second

The brand should be consistent with the positioning of the work, which is the basic requirements of implantation marketing.

A typical example of failure should be in the TV series "Come Together to Watch Meteor Shower", Murong Yunhai as the heir to a well-known enterprise, but the car he drove when he made his debut was a domestic sedan, which made people lose their minds.

Reasonable appearance, rather than raw presence.

We have to mention again "Come Together to Watch Meteor Shower", the heroine of the drama Chu Yuyu nettle always like to use a certain brand of shampoo to wash her hair when she is sad, and there is even an episode of shampooing scenes for about 5 minutes, which makes the audience call out the hardness of the plot.

(B) fully consider the target population

That is, the advertiser's target consumers and the target audience analysis of the TV series there is no intersection, which is the use of implantable advertising priority issues.

It is obviously inappropriate to implant IT products in a TV drama with housewives as the target audience, and the separation of the target audience will result in ineffective or inefficient placement of advertisements.

(C) implantable advertising to consider the characteristics of the brand or product itself

Although implantable advertising is an effective way of information transfer, but not any kind of product using this way will achieve good information dissemination results.

Therefore, it is necessary to start from the product's own characteristics to determine whether it is suitable for implantable advertising.

First of all, because implantable advertising is a hidden way of disseminating information, it is more suitable for old brands in the middle and late stages of the product life cycle, and less suitable for new brands in the brand introduction period.

When the brand is in the introduction period, consumers are unfamiliar with the brand, and may not even notice the implanted brand products; when the brand is in the middle or late stage of the brand life cycle, the brand has been deep into the hearts of consumers, and implanted ads can consolidate consumers' memories and understanding of the brand products.