Research On Mode Of Operation And The Strategies About Product Placement

As the entertainment era comes, people begin to become consumers who enjoy themselves in the entertainment industry. The entertainment has already become the business trend. So is the development of advertisement. The traditional advertise- ments effect has already been reduced because the consumers dislike the traditional advertisements. That is another reason the product placement is popular.A easygoing and relaxed atmosphere will reduce the resistance of the audiences so that the messages on the advertisements will be more easily received. The product placement which puts the entertainment on the first place and attracts the audiences'eyes insert the marketing technically in the advertisement plots. The product placement is a new topic according to the research from home and abroad. There are some aspects which are worth to be discussed such as: concept of the product placement, the measurement and the reason it begins and the responded technique. However, the papers on the product placement operation and module are few. Moreover, there are rarely any produce placement theory papers. This paper will introduce you what is product placement and its operation in movie, TV and other media. The main components and operation will be discussed and the operation will be studied in this paper.At the same time, the product placement will be studied from pychology, marketing, and communication so as to discuss the mechanism. The paper has a thought on the content, brand symbol and the intergrated marketing communication. At last, the problems that exist today in the product placement and the development trend will be indicated. This article tries to discuss the product placement operation and module so that some implication will be provided for the advertisers.