The New Opportunity For Chinese Television Plays Brought By Product Placement

Product Placement is a form of marketing strategies, where products, brands, and representative visual signs, even the traditional advertisements are placed in various media contexts, such as movies, television plays, newspapers, magazines, Internet video games, mobile phone texts, novels, etc. Through the reproduction of the context, the audience could obtain the impression of the products and brands, thus to realize the marketing goals. Essentially, product placement is one marketing method which deeply roots on and integrates with the medium. Additionally, traditional TV advertising time amount has been under a huge compression in recent years; advertising resources has been greatly reduced; the emergence of new media and new technologies has also enabled the audience to escape from the traditional advertisement; traditional advertising period could also be skipped by the audience. Consequently, advertisers start to seek a new and more cost-effective marketing platform than the traditional advertising. Product placement can be effectively implanted into the television programs and films to achieve the expected communication effects with its non-confrontational, subtle, as well as compulsory communication characteristics. Its mechanism works in the way of moisturizing things in silence to realize its marketing purpose.In recent years, the choice of the medium by product placement has been extended from film to television programs in China. The medium of television has become a main channel for product placement for its relatively short production cycle and other advantages. As the crucial part of television industry, the television plays are the perfect communication platform for product placement. Especially, the successful implementation of the product placement in those popular TV plays, such as "the struggle", "Invincible Ugly", have broadened our mind for the implantation of product placement advertisement into TV plays. This article analyzed the case of "Invincible Ugly", the hit drama broadcasted in Hunan TV Channel, and studied its industry modes and strategy of successful implantation of the advertisement. Furthermore, it also explored the cooperation pattern between product placement and Chinese TV plays in order to shed light for the future operations.Finally, the product placement value assessment model of CTR was adopted to evaluate the effects of the product placement advertising values in TV play "Invincible Ugly". Many successful facts has proved that the prosperity of product placement would bring brand new opportunity and more profound influences for Chinese TV play industry based on its more favorable advantage and more prospective prospects compared with traditional stop advertising.