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 series or TV programs, through the reproduction of the scene, so that the audience is left with an impression of the product and brand, and then to achieve the purpose of marketing. Implantable advertising and media carriers are integrated with each other, *** with the construction of the audience's real life or part of the ideal situation, the goods or services information in a non-advertising method of expression, in the audience's unconscious state, quietly instilled to the audience. Because of its secretive character, implanted advertising is also known as embedded advertising or soft advertising. \x0d\ From this definition, it can be seen that TV drama implanted advertising is through the implantation of product or brand information into the TV drama, temporarily allowing the audience to forget the hidden utilitarian nature behind it, and indulging in the appreciation of the TV drama's entertainment, and unnoticeably directing the audience to the product being marketed. It dilutes the commercial characteristics of traditional advertisements and makes it easy for the audience to accept the product or brand related information without realizing it, making their memory last longer. \x0d\(ii) The development of TV drama implanted advertising \x0d\ The emergence of TV drama implanted advertising stems from the fact that various merchants provide their products free of charge as the background and props of TV dramas, integrating the products into the drama to achieve the purpose of driving product marketing. The earliest TV drama implanted advertisement in China was "The Story of Editorial Office" starring Ge You and Lv Liping in the 1990s, in which the form of implanted advertisement was adopted for the first time, and the accompanying film advertisement of Bailong Mineral Spring Pot was broadcasted in the drama. And in recent years, with the success of implanted advertisements in TV dramas such as "Struggle", "Who Will Make My Youth" and "Country Love", TV drama implanted advertisements have gained great development in China. In "Struggle" and "Who will be the master of my youth", a lot of Audi's cars are mentioned, which earns Audi a lot of gimmicks; while in "Country Love", from the "Big Black Mercedes-Benz" in the first part to the domestic sedan "Zhonghua Chunjie", and from Mengniu's future star in Xie Dafu's supermarket to the "Every day, every day" on the wall, the advertisements in the advertisements have been developed greatly in the country. From the Mengniu Future Star in Xie Dafeng's supermarket to the "one catty of milk a day to strengthen Chinese people" on the wall, the TV series implanted advertisements have long been "deep in the marrow". \x0d\ (C) the form of TV drama implanted advertising \x0d\ TV drama implanted advertising performance space is very broad, in the TV drama can see a lot of implantation forms, common forms are: props implantation, line implantation and storyline implantation. \x0d\\ props implantation refers to the product or brand in the form of props appear 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 recognition, it is difficult to seize the audience's attention based on the picture alone. For example, in the TV series "Struggle", the men will buy a pack of "Point Eight Zhongnanhai" in every episode, no matter after they are sad or happy. In this case, the "point eight Zhongnanhai" just appeared in the form of props, but with the help of the "Struggle" is really a fire. \x0d\ line implantation, that is, the product or brand name appeared in the drama line. 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." In "My Youth is My Master", Qian Xiaosou uses Audi "A5" and "Q7" to refer to the two men who are pursuing her sister. The implantation of the lines subconsciously makes the audience accept the meaning and connotation of the brand. \x0d\\ storyline implantation, that is, the product or brand is no longer just a prop, but the content of the story development or even clues, the product or brand has become part of the story. For example, in the network hit drama "Love Apartment", Zhang Wei and Qin Yumo between the story of the Yida, where "Yida" is no longer a prop, but has become a clue to the story. \x0d\ The above are the main forms of TV drama implant advertising, with the development of implant advertising, new forms will appear. Choosing the right form of implanted advertising is the key to implanted advertising. \x0d\ II Advantages and Problems of TV Drama Implanted Ads\x0d\ (A) Advantages of TV Drama Implanted Ads\x0d\ TV drama implanted ads are sought after by sponsors because of their unique communication advantages, which make implanted marketing more effective. \x0d\1. TV drama implanted ads make the product face the segmented market \x0d\ TV drama implanted ads make the product face the segmented market directly, the information delivery is more targeted. Compared with the traditional hard advertisements characterized by fatigue bombardment, forced viewing, high didacticism, poor timeliness, and low audience acceptance, implanted advertisements have a much softer stature. Viewers can choose to watch different TV dramas according to their willingness, which largely reduces their resistance and defensiveness to advertisements. \x0d\2. TV drama implanted advertisements are covert \x0d\2. TV drama implanted advertisements are covert, manufacturers can circumvent the restrictions of relevant laws and regulations, to promote such as cigarettes, spirits, and some other products that originally could not be advertised. For example, in the TV series "Struggle" everyone loves to smoke point eight Zhongnanhai, cigarettes borrowed from the TV series fire, which is undoubtedly a successful example. \x0d\3. The halo effect of TV drama implanted ads \x0d\3. TV drama implanted ads make use of the effect of TV dramas or celebrities to put the brand in the plot, forming a kind of behavioral demonstration to consumers, and on the basis of deepening the influence of the brand, obtaining the brand association, and ultimately winning wide recognition and brand value enhancement. 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 Otto, all of which profoundly influence consumers' perception of their brand. \x0d\(ii) Problems in TV drama implanted advertisements \x0d\ The successful use of implanted advertisements in TV dramas has led to their massive use by more and more companies, media, advertising agencies and so on. In recent years, implanted advertisements in TV dramas have developed greatly in China, but there are still some problems. \x0d\1. The implanted brand is raw, causing audience disgust \x0d\1. The implantation is required to be more skillful, if it appears violently in front of the audience and is not coordinated with the plot it will cause the audience's disgust. In the TV series "Smile in my heart", the heroine Xiang Tianwei used a brand of MP3, around the MP3 and the hero triggered by emotional entanglements up to about five episodes of the drama, so that the audience pointed to the "hard". However, too much brand implantation will neither create a strong impression of a brand nor cause the audience to be disgusted. Hunan TV's The Ugly Girl, for the first time, has made people realize that advertising implants can be so indiscriminate and ubiquitous, with food, beverages, shampoos, contact lenses, jewelry, bank credit cards, websites, and shower gels? In this 36-episode TV series, more than 30 brands*** created tens of millions of RMB in implanted advertising revenue. \x0d\ 3. Too much implantation frequency\x0d\ Implanted ads are implanted in TV dramas, and when a TV drama turns into a big advertisement piece, this will turn the advantage of implanted ads into a disadvantage. The TV series "Countryside Love Story" is full of implanted advertisements that make viewers resentful, such as a close-up shot of a dairy product for more than 45 seconds; in addition, every episode has a certain brand of car driving through a shallow pool of splash shots, the whole village drives the same brand of car, and the collective drive out like a car show. Such a high frequency of advertising implantation will cause the viewer's resistance. \x0d\ Three, the strategy of TV drama implanted ads (a) content first, advertising second \x0d\ brand to match the positioning of the work, which is the basic requirements of implanted marketing. A typical example of failure should be in the TV series "Come Together to Watch Meteor Shower", Murong Yunhai is the heir of a well-known enterprise, but the car he drove when he made his debut was a domestically produced sedan, which made people lose their minds. \x0d\ Reasonable appearance, not a raw presence. 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 even an episode of about 5 minutes of shampooing footage, this plot allows the audience to call out the rawness of the situation. \x0d\ (2) fully consider the target group \x0d\ that is, the advertiser's target consumers and the target audience analysis of the TV series there is no crossover, which is the use of implantable advertising when the priority of the problem. It is obviously inappropriate to implant IT products in a TV drama with housewives as the target audience. The separation of the target audience groups will result in ineffective or inefficient placement of advertisements. \x0d\(c) Implantable advertising should consider the characteristics of the brand or product itself \x0d\ Although implantable advertising is an effective way of delivering information, not any product will achieve good information dissemination results using this method. 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 information dissemination, so this way is more suitable for the old brand in the middle and late stages of the product life cycle of the enterprise, and less suitable for those new brands in the brand introduction period. When the brand is in the introduction period, consumers are relatively 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 implantable advertising can consolidate consumers' memory and understanding of the brand products.