The Movie Ads Development Strategy Research

Was born in the1895film, is a product of modern science and technology is a revolution in the history of human civilization. The film is a cultural product, is also a media and film media advertising in the United States, Europe, Japan, South America and other countries has become both with TV, newspapers and mass media advertising. In China, the movie ads in the ascendant.Today, under the environment of globalization, commercialization, in the form of movie advertising is also the continuous development of changes in product placement, with its unique advantages, a wonderful work of film advertising. Film product placement to take advantage of the film audience in the rendering of the film’s audio-visual environment context, the advertising information transmitted to the audience, and thus a perfect blend of the two forms of advertising and film together.The study of product placement, how to better enhance its spread effect is the issue of universal concern of Chinese and foreign scholars.At home and abroad of product placement, brand communication effects literature and theory are reviewed on the basis of the characteristics of the commercial film industry in China, the theoretical analysis of the propagation characteristics of the film product placement to a number of successfulthe use of implantable marketing of domestic commercial films for specific cases, use case analysis, and supplemented by the theoretical analysis on the issue of movie product placement, the spreading effect were studied in order to explore the development strategy of product placement.Paper is divided into four parts, the first part of the overall background and significance of this study, purpose, method and content, including the concept and its basic implantation techniques of film product placement, product placement at home and abroadResearch of the sort. The second part covers the theoretical basis of the film implanted advertising campaign Summary of Chinese commercial film product placement and the theoretical analysis of the characteristics of communication effects.The third part is the movie product placement, spread swot analysis to explore the development direction of the film product placement, from the level of product placement, the strengths, weaknesses, opportunities and challenges. The fourth part of the development path of China’s movie product placement. The data collected is summarized and processing and charting a comparative analysis.