Research On Positioning Of Product Placement Advertisements In China

In recent years, with traditional rigid advertisements attenuation effect gradually, starting product placement into various advertisements media, and will become the media industry and academics concerned about the object. Product placement advertisements business prospects and development trends in the industry and academia for many good people, and even some people think that product placement advertisements will eventually replace the traditional rigid advertisements. Based on the product placement advertisements and traditional advertisements rigid comparative analysis of the product placement advertisements positioning, and ultimately that could play into advertisements on the complementary role of compulsory advertisements, but product placement advertisements is not a panacea, it is only a rigidly traditional advertisements complementary forms, can only play the role of icing on the cake, they can not replace the traditional rigid advertisements.This paper analyses the product placement advertisements for the brand for the media, as well as the merits of its own shortcomings, we can see that product placement advertisements system in the position of advertisements, as well as advertisements and product placement rigidly traditional advertisements relationship. To better on product placement advertisements and rigidly traditional advertisements, advertisements in this paper from the history of the development, dynamic look at the process of the development of various forms of advertisements. The development experience of advertisements signboards to close newspapers, then radio and finally to television, and now the Internet process. As in previous years seething on traditional mass media will be replaced by the Internet, these people are also in discussions to the traditional advertisements will be mandatory in the near future for replaced by product placement advertisements. After all these years the continuous development of our advertisements also can be found, the newspaper did not replace the signs, radio did not replace newspapers, television broadcasters do not have to replace, and the Internet has not replaced any of the traditional media. In the history of the troubles occurring in the process of complex forms of advertisements, nor has anyone who replaced.Based on the study during the course of domestic and foreign movie product placement advertisements carried out in-depth analysis. Found embedded in the movie advertisements the use of appropriate products is the key to the successful sales, and in the course of the study found that product placement advertisements there are also some problems to limit their healthy development.This paper is divided into five sections on viewpoint:The first part is product placement advertisements and the development of the status quoIn this section, the main domestic and foreign product placement -related advertisements concept study, summarized in this paper for the product placement advertisements defined. Product placement advertisements (Product Placement) also known as product placement marketing (Product Placement Marketing), refers to products or brands and the visual representation of symbols or brand integration into the strategic concept of television programmes, television dramas and movies, or the contents of the Class element, a real watch to the audience or by the perception that Lenovo part of the plot. In the audience will be concerned about the state of goods or brand messages to the audience through the scenes reappearance of the audience left the impression that products and brands, and then to the forms of advertising marketing purposes. Product placement advertisements and the media carrier integration, building common ideal audience real life situation or part of goods or services will be information to the performance of non-advertising methods, in the audience unconscious state, and quietly taught to the audience. On this basis, and the product placement advertisements of foreign and domestic development of advertising analysis. The second part is product placement advertisements positioningProduct placement advertisements positioning on the major implant advertising background and the spread of the audience psychological analysis and views on relevant examples cited. Summarizing the characteristics of the product placement advertisements is hidden and not identifiable, permeability and the elimination of the centrifugal tendency of consumers and psychological repercussions characteristics. And cited examples in the product placement advertisements characteristics analysis so that the arguments more fully. Finally, the product placement advertisements positioning: a new form of advertising does not mean that replace the old forms of advertisements; product placement advertisements is a complementary form of advertising; product placement advertisements can be as rigid traditional advertisements supplement.The third part is analysis on product placement advertisementsProduct placement advertisements more advantages than traditional advertisements. For example, the arrival of product placement advertisements rates high for the businesses and create a win-win program at the same time, product placement advertisements also helped plot the show. Nothing good side naturally has its drawbacks exist, product placement advertisements many disadvantages. For example, the product placement advertisements cost risk; product placement advertisements processes,products can not be standardized; product placement advertisements do not suitable for advertising to persuade depth, and is particularly suitable for direct rational demands or functional demands ; product placement advertisements as a single carrier to raise brand awareness of the effects of limited effect and some can not control; product placement advertisements if not handled properly it will be counter-productive. Product placement advertisements also face threats and opportunities. Product placement advertisements needs interactive in the integrated marketing communication, seeking extension of significance.The fourth part is product placement advertisements principles and strategiesContent-based principles and the principle of real life is product placement advertisements when two very important principles. Product placement advertisements in product placement also emphasizes the need some strategies: product placement advertisements to choose relate to high-level vector; product placement brand or product should have a certain visibility, the need for individual differences in the operation of the need to avoid misunderstanding ; need to make full use of product placement advertisements effect at the same time summarized product placement advertisements is not applicable to all enterprises in product placement advertisements is not a panacea.Part V is the correct positioning of the product placement advertisements and practical significance of the product placement advertisements future prospectsCorrect positioning product placement advertisements can be product placement advertisements order to regulate the advertisements marketing,let product placement advertisements and traditional rigid advertisements are find for position in the healthy direction; product placement advertisements could also play their role in achieving the desired state. Product placement advertisements future development we need to have a correct position on the basis of product placement advertisements concern to the development trend of advanced study abroad experience with the actual situation in China, the advertising industry more vigorous development.Through analysis of this paper that: product placement advertisements will not replace the traditional rigid advertisements. Still rigidly traditional advertisements will be the main form of advertisements, and product placement advertisements, and other forms of advertisements together are become a useful supplement to mandatory advertisements.