"The third is ad placement. Pen @ fun @ pavilion wWw. ｂｉｑUｇE。 ｉｎｆｏ”

"What is ad placement? In film and television works, for example, there is a scene where a family is watching TV, and advertisements are played on TV, which is advertising placement. ”

"Of course, there may be many different ways to place placement, but I'm talking about the three most effective ways to do it today."

If the first two ways are not uncommon for everyone, then the third is dry goods.

Advertising placement advertising, this term is still very new.

However, thinking about it, this is indeed a very good way to product placement, and the key is not to affect the plot.

"First of all, let's talk about the first one, in fact, this kind of moisturizing and silent product placement advertising method has the widest range of applications, and it can be said that any film and television work can be used."

"One is product placement, such as a meeting scene, the drinks placed on the table, you can choose a certain brand for implantation, it does not affect the plot, and there is no need to deliberately give the picture, because it is very normal and naturally belongs to the things that this scene should have."

"One is line implantation, and the line implantation mentioned here is naturally not those that are specifically added to it for advertising."

"For example, if there is a plot where the protagonist is going to travel, then the location of this tour is also a good product placement, which is to use the plot to achieve the purpose of product placement, not advertising for the sake of advertising."

“……”

Generally speaking, product placement refers to the marketing communication behavior of implanting goods, services or brand information into media content, and "concealment" is its basic characteristic, that is, to harmoniously implant advertising information into the content to obtain widespread attention from consumers. Of course, concealment is only a means not an end, and its purpose is not to make consumers unnoticed, but to influence consumers unconsciously. ”

"So how do you define whether a product placement is a good ad or not?"

"To put it simply, if you find it (product placement), then it's not a good ad; But if you don't find it, it's worthless. ”

"It's contradictory, but it's objective. At least that's true for the vast majority of product placements. ”

"At the same time, different types of product placement have different effects.

According to the different degrees of concealment, it is divided into explicit product placement and implicit product placement. Implicit describes whether the product placement is explicitly mentioned in the content of the placement. Explicit product placement is significantly less receptive to the audience than implicit, with a negative attitude towards the obvious product placement, and the more it is repeated, the more resentful the audience becomes, believing that it has broken the coherence of the content. ”

"Speaking of which, in fact, according to the generation model, product placement can also be divided into accidental product placement, opportunistic product placement and planned product placement."

"Incidental means that product placement is generated by chance, and is generally decided by junior staff, and has nothing to do with the script. Opportunistic is usually initiated by a film and television production company, represented by an advertising agency, and sells the appropriate opportunities in the script to advertisers, which is decided by top management, and this placement needs to be based on multiple successful collaborations. The planned type is for the advertiser to independently enjoy the right to place advertisements in the play. Different modes of production mean different levels of planning, and of course, sometimes occasional operations can lead to brilliant results. ”

"So to do a good job of product placement, it is also a technical job, sneaking into the night with the wind, moisturizing things silently, of course, it is a good advertisement, but sometimes, if a product placement can trigger a discussion, let people take the initiative to discuss the product placement, then it is undoubtedly a successful product placement."

"Let's talk about it again, the second way, advertising customized works, this way, in fact, is more limited, but in fact, it is also promising, because this way of work, once successful, will not only bring advertising dividends, but also the benefits of the film and television works themselves, which can be said to be an excellent investment, but it is not so easy to do a good job."

“……”

"The third kind of advertising placement advertising, in fact, can still be used more extensively, we often say, art comes from life, in a TV series, although the story is apocryphal, but the background is the same, then advertising is everywhere in our lives, naturally in the background environment of film and television works, it also exists."

"For example, if there is a plot of visiting a shopping mall in a work, then it is natural to implant an advertisement into the mall, or even a product placement in the mall itself."

"For another example, like creative media, building advertisements in office buildings can be video ads or print ads, so these things appear in TV plots and people can see them, so it is also a kind of product placement."

……

Ye Qiu said it relatively slowly at first, but gradually began to enter the state, and the classmates in the audience, and the audience in front of the TV and the computer were stunned for a moment, especially for the practitioners in the same industry, they often suddenly realized when they heard it.

For example, the CEO of Zhongyi Group also watched Ye Qiu's lecture in front of the TV, and when he heard Ye Qiu's advertising placement, he also suddenly realized, and it was easy to recall the film and television works invested by the company in the past, but now that he thinks about it, he missed a lot of opportunities for product placement.

For example, some manufacturers also suddenly realized that advertisements can still be implanted in this way.

In fact, for most of the current product placement, most of them still stay in the direct product placement, as well as some line placement, but there are still very few methods like this advertising placement.

"The market prospect of product placement is very impressive, because almost every film and television work is a medium, and every film and television work can have many opportunities for advertising placement......

"In my opinion, no matter what kind of work it is, it can be implanted, but it depends on the number and the difference in effect."

With Ye Qiu's "open-mouthed" and "endless" narration, the audience in the starcast live broadcast room has exceeded three million simultaneous online viewers for the first time in history.

And in terms of ratings, the ratings of Ye Qiu's class are also rising steadily.

Ye Qiu's mouth was a little dry when he spoke, he picked up a bottle of mineral water on the table and took a sip, and then said with a smile: "Actually, this is also product placement." ”

"Hahaha!" The students in the audience burst into laughter.

Isn't it? Isn't the bottle of mineral water on Ye Qiu's table also a type of product placement?

"I've said so much, and I believe you also have a lot of doubts and ideas, so next, you can put them forward and we'll discuss them together!" Ye Qiu said with a smile.