Research On Inappropriate Product Placement In Drama Of Movie And TV

Along with the gradual approach of the digital age, it has become a thorny problem to break the traditional advertising operation mode. So product placement make its perfect debut with many advantages such as good covertness, reception, novelty, and easy acceptance, approaching consumers and entering the eyes of businessmen trying to rack their brains.Based on the comprehensive analysis on the theoretical basis of product placement, by means of the marketing analytical method, through literature review as well as case analysis—through indicators evaluation, directed by a combination of psychology and many other integrated marketing theories, this paper deals with the study of the status of product placement, and problems caused by improper use of it. Finally, taking the famous TV series - "Ugly Wudi" as an example, this paper analyzes the operation mode, marketing strategy of product placement, and evaluates the value, operation mode, effectiveness of the product placement in "Ugly Wudi" with the value assessment model of CTR Media Intelligence.Quite unlike rumors from outside world that product placement can only bring huge profits to advertisers, improper use of it also will give advertisers a huge loss. How to properly embed advertising is directly related to the common interests of advertisers, film's producers,and consumers. Only when properly used, and correctly exerting a subtle influence on audience to the limits. it can truly target and approach audience effectively and efficiently. At the same time, advertisers' huge investments will not lost in vain, while movie and TV drama producers can both meet need of artistry of dramas of movie and TV and maximize the box office returns ,as well as achieve a wide range of social benefits. Advertisers' huge investments will also reduce the financial pressures on movie and TV drama producers in the beginning, thus cutting back the business risk. Perfect product placement can meet the joint interests of advertisers, movie and TV drama producers, and have an subtle effect on consumers' behavior without their awareness, thus finally making itself the dominant factor of guiding consumers to reach a final act of purchase..