What are the main parameters and methods for the evaluation of film and television product placement?

Several methods of the effectiveness of film and television product placement. Keywords: the effect of film and television product placement; Effect evaluation; PVI- model effect evaluation system, picture classification number: F7 13.8 Document identification number: A document number: 1008-4428 (2008) 02-53-04 I. Background and present situation of the definition of film and television product placement 1, CTR's definition of product placement is Background of film and television product placement II. (1) In such a social club, under the stimulation of long-term advertisements, the audience has psychologically touched the advertising information. Their automatic filtering of advertisements and the interference of many advertisements make the effect of conventional and rigid advertisements decline. As the picture shows, Hollywood has set up a special agency, whose responsibility is to find opportunities for the company's brand planting. In the first quarter of 2005, there were 65,438+02,867 product placement advertisements in the top ten TV programs in the United States. Tianya at home (2): Many people still remember the TV movie "There are no thieves under the sun" broadcast a while ago. The propaganda about what is or can be in the film has been analyzed by netizens one by one. It is said that the most hidden advertisement in the film is the advertisement of Seven Wolves. There happened to be seven wolves standing on the mountain in one scene! Of course, this is just a joke. The application of "No Thief under the Sun" in advertising is quite successful, and its pure advertising income reaches 40 million yuan. To some extent, it also represents the level of product placement in China. In 2006 alone, the output value of product placement in China Comprehensive Arts and Entertainment Festival has reached nearly 654.38+billion yuan [3], and programs such as Taste Girl, Card Me Do My Show, Reality Show Super and Lai are setting off the climax of product placement in China. Needless to say, the advantages and popularity of implantable advertising, but advertisers spend money, the most concerned about is of course the effect. So what is the effect of film and television product placement? How to evaluate the effect? How to maximize its effect? These are all important factors that restrict the development of film and television product placement. Two. Overview of the Effect of Film and Television Product Placement Advertising The effect of film and television product placement refers to the influence of brand and data source: CTR media and product research (March 8, 2006), products and services on the audience and the comprehensive effect achieved by interpersonal communication. From different angles, people have different understandings of the connotation of advertising effect. From a macro point of view, it has economic and social effects; From the appearance, it can be divided into sales effect and advertising effect itself; In terms of time, there are immediate effects and potential effects. Among them, the self-effect is the core part of the film and television product placement effect. It is a variety of psychological effects after the broadcast of film and television programs, including the influence of cognition, interpretation, memory, emotion, emotion on desire and many other psychological characteristics. Sales effect is what advertisers value most. They think that since the advertisement has been made, the sales situation must be improved, otherwise the advertisement will be done in vain. Therefore, this paper mainly discusses the effect and sales of film and television product placement. (2) With the popularity of digital media devices, such as digital TV and home video, especially the emergence of Tivo technology for digital video recording, viewers can skip the broadcast film when recording TV programs, and the form of broadcasting needs a new breakthrough. The development status of product placement in domestic and foreign film and television 3. (1) Abroad: In the past five years, product placement has sprung up in Europe and America, with a compound annual growth rate of 2 1.5% (1999 ~ 2004) [1]. In 2002, Australian Anthony Defoe founded the product placement award. In 2003, the brand content MAR-2005,65438+10 was founded by Ford in London. [1] CTR Media Intelligence. [2] Nielsen survey in 2005. -Report of Sophomore Media Research Company in 2006. [3]CCTV-53- enterprise marketing effect and its evaluation and measurement methods. Third, the evaluation of film and television product placement is 1, theoretical research of market weekly, shooting distance and shooting angle in February 2008, instead of simply applying the visual evaluation scheme of print media. In addition, the experimental environment should be closer to the audience's actual viewing habits, so as to explain the visual effect of product placement more accurately. Post measurement 2. Post-test of advertising is to evaluate the effect of advertising according to the results of advertising target measurement within a period of time after the broadcast of film and television programs. The post-test of advertising is carried out in natural situations, and its main function is to evaluate whether the advertising activities have achieved the expected goals and provide reference for future advertising activities. (1) Evaluation method of the effect of film and television product placement: interview questionnaire, combining quantitative and qualitative samples: take Nanjing as the experimental point, cooperate with major film and television colleges, and invite the audience who just watched the film to interview with gifts and fill in the questionnaire. Measurement dimension: Pre-evaluation is of great significance for enterprises to choose what kind of implant carrier and adjust the implant method in time, generally it is the evaluation of advertising effect. The prior evaluation includes the empirical method adopted by Astous et al. (1999) and the Q ratio method of iTVX. But at present, the most comprehensive and advanced evaluation method in the industry is the PVI- Mode embedded evaluation system created by CTR Media Intelligence, so this paper briefly introduces this evaluation system and puts forward some suggestions for improvement. Brief introduction of PVI- Model effect evaluation system: CTR believes that the value of product placement can be compared with the standard of traditional advertising value. The traditional advertising price is based on GPR, and the advertising time is sold. Then the product placement can be calculated by weighting, which can be used as the pricing standard. According to the characteristics of China market, CTR puts forward three forms of evaluation results: wide effective discount, long second, 30 "same price and wide effective discount. Advertising agencies, advertising agencies and advertising companies choose independently according to their own real media and the international situation of GRP. PVI- model index analysis: (1) exposure time. After correction, it is equivalent to advertising seconds. (2) vision. Different positions of images and different proportions of images on the screen have different effects. These factors should be considered in visual evaluation. From the "eye movement measurement" of print media, we can know that the upper right corner of the plate usually attracts the reader's attention first and stays for the longest time. In addition, the closer the product is to the protagonist, the higher the attention rate. Measures: (3) Listening. Whether to directly mention the implantable brand name, whether to pronounce it clearly and whether to make necessary introduction and deduction are its evaluation factors. Audio-visual product placement can produce better cognition and memory. (4) the degree of the plot. The degree of integration with the plot. The action flow of PVI- Model is divided into three steps: text (1) accurately identifies the images, words and sounds of advertisements appearing in film and television programs; (2) Scientific value estimation and effect analysis of implantable elements; (3) Finally, in the form of a report, the basic data of various programs (brand launch time, launch time, exposure time, etc. ) and the data exposure of embedded evaluation indicators (including visual presentation, visual clarity, perceptual presentation, clarity and integration of listening and listening). (1) Cognitive evaluation refers to whether the audience realizes that they have seen this picture and can recognize the brand or product embedded in it after watching the film with brand product information. Specific operation: show the audience a video clip containing advertisements, and remove the lines and the main names of advertisements. Ask the subjects if they have seen this picture, if they can name the advertiser and if they can say other lines. Suggestions on the improvement of PVI- Model effect evaluation system: At present, this evaluation system is constantly being supplemented and improved. Here, I also put forward some suggestions for reference. After analysis, the author has three doubts about it: ② The recall rate measures the audience's memory of the film and its advertising information. Generally speaking, the degree of information memory is directly related to consumers' buying behavior. Specific operation: ask the audience if they remember a certain product appearing in the film. If they can't say the brand name correctly, give them appropriate hints, and then ask them if they can remember the festival enough. The last question is whether you remember anything related to the plot, what the painting shows and what the theme is. The choice of three items in general design: (1) I have actually seen it; (2) I seem to have seen it; (3) yes, I don't remember. (1) focuses on the appearance factors of product placement, which belongs to the effect evaluation before the broadcast of film and television programs, and provides the expenses paid by enterprises for reference. However, in terms of post-event effect evaluation, he did not propose an effective measurement method, and enterprises could not understand the actual effect after broadcasting. (2) Regarding the determination of audio-visual perception, since the print media is static and the film and television media is dynamic, whether this set of print media can be reproduced needs to be proved by experiments. (3) Evaluation refers to the change of the audience's preference for the brand or product, and the degree of preference for the plot containing advertising information. Does the audience accept this implant? Is it interesting? Humane? What's your impression of this brand, noble? Mysterious? Fashion? (3) In addition, the saying that exposure is perceived still exists in the gap. Because the real audience will not look for the brand information in the picture like the judges when watching the film and television programs, there will be some errors. Therefore, in the aspect of ex ante effect prediction, we should also consider the presentation degree of the picture-54-February 2008 (4) The theoretical research of Market Weekly and the effect prediction of commercial marketing may be blind. Due to the concealment and recessive characteristics of film and television product placement, the amount of information it can convey is not always limited. In many fields, product placement can only serve as a reminder. The added brand has a lasting impact on consumers, but it does not significantly promote the sales of products that are not well-known or newly listed. Although there are some cases in which Newman and others have successfully promoted new brands, it is still difficult to achieve the desired results simply by placing advertisements without the combination of other modes of communication. Therefore, with a reasonable expectation and a reasonable prediction of the advertising effect of product placement, people will not be blindly fooled into spending unnecessary advertising expenses. (2) Obviously, the target audience is "consistent". I