This advertising strategy should be regarded as the first example of the success of Zhang Yicheng's elite route. Zhang Yicheng certainly has reason to be happy.
Zhang Yicheng said with a smile: "Of course there is no problem!"
The right to renew the contract is just a statement. Although it is said that under the same conditions, priority must be given to agreeing, but in fact, if it were not for other groups, such as Master Kong, the price offered would be much higher than that of Uni-President.
Zhang Yicheng will also choose to be unified. After all, it is easier to get things done with acquaintances. This principle is applicable to all walks of life. You must know that the most important thing in the entertainment industry is connections. In fact, it is not just the entertainment industry, all large and small industries are the most important.
They are all connections. There is no reason to give up after establishing connections. That is not Zhang Yicheng's character. Unless doing things in unison really violates Zhang Yi's bottom line as a person, then that is possible!
But thinking about it, the possibility of this is not very high. No one would be that stupid, so priority or something is just an insurance. In fact, it doesn't mean much to both parties.
"Wang Jingli, didn't you say there is one more thing?" Zhang Yicheng continued to ask.
After reaching an agreement, Wang Yan seemed to be in a good mood and continued: "It's like this. Our Uni-President Group is very optimistic about the future prospects of "Destined to Love You" and wants to show off some advertising in it, and I happened to hear that this
This drama was invested by your company, so I came here!"
The so-called "product placement" refers to an advertising method that integrates the representative audio-visual brand symbols of products and services into film, television or stage products to leave a considerable impression on the audience to achieve marketing purposes.
Product placement is not an unfamiliar word today. In later generations, the word was even more widespread. For example, "Country Love Story" became a Chevrolet family new car gathering;
"Job Note" can also make people smell the rich aroma of Maxwell coffee; the 8-minute long car advertisement in "Let's Watch the Meteor Shower" broke the record for advertising time; and "Good Times is Like a Dream"
In one of the "most awesome advertising placement photos in history", mobile phones, foreign wine, food and other brands are more popular than the actors in the photo. The recently released "If You Are the One 2" reached its peak, with 20 ads generating 60 million yuan for the film studio.
China's film and television drama industry chain is weak, and box office is the main source of income. Feng Xiaogang once said: "Implantation will exist for a long time, because it is a part of the Chinese film industry. It allows us to continue to make movies, otherwise the movie will die if everyone
If you don’t watch piracy, product placement will no longer exist.” Film critic Zhou Liming believes that piracy will have a great impact on film revenue, and “advertising placement is the best way to combat piracy.” Even the film authorities have said
: The rampant phenomenon of piracy has caused producers to reduce their profit expectations for the post-release stage, and can only transfer this part of the losses to the front-end production process - product placement has become the main means
Making movies requires money, but good movies require more personality. When advertising placement appears on the screen purely as a way to "recover movie costs" or "reduce movie costs," its life is estimated to be getting shorter and shorter.
It is right to exclude the advertising placement itself, but what is wrong is that the film has inserted private goods for its own benefit. These private goods destroyed the quality of the film itself and affected the audience's perception. In just four or five years, the "Chinese film"
"Advertising placement" has evolved from a "stumbling start" to "reaching the pinnacle"
At this time, it was precisely when the pinnacle of product placement in later generations was just beginning. It is quite remarkable that Uni-President Group had such a vision and knew how to do product placement. You must know that many people did not have this yet.
Where is consciousness?
As time has entered the 21st century, the media environment has become complex and advertising costs have increased, causing the effectiveness of advertising to decline. Take the situation of domestic television media as an example, from 32 television stations in 1978 to more than 330 television stations in 2002.
There are more than 2,200 TV channels. The sharp increase in TV channels and program broadcast time has accelerated the differentiation of audiences. In addition, the profit model of TV media is single. More than 90% of revenue comes from advertising. Each TV channel has increased advertising time to maintain revenue.
With the growth of the advertising environment, the advertising publishing environment has become increasingly complex, environmental noise has increased, and advertising contact rates have seriously declined, forming a situation of advertising congestion.
In line with the complexity of the media environment, the audience, under the bombardment of advertising, has shown increasingly obvious centrifugal tendencies and rebellious psychology, is full of distrust of advertising, and has become increasingly numb and indifferent to various marketing information. The specific manifestations are as follows:
The avoidance of advertisements and lack of focus on television have even shown a tendency of "accompanying reception" similar to that of radio. There has been a phenomenon of "half-reading newspapers". On the one hand, online advertising has not given full play to its "interactive" characteristics.
On the other hand, it is blocked by technology and habit, which makes a large amount of advertising media invest in waste advertising and loses the coercive power and attractiveness, causing the effective contact between brands and consumers to rely on bombardment advertising, which in turn once again intensifies the rejection and avoidance of the audience.
forming a vicious cycle
With great difficulty, viewers finally found a channel without advertisements, which is pay TV. Pay TV is undoubtedly an important topic in the media industry in recent years. The mass media almost unanimously expressed the fact that "pay channels transmit programs without advertising."
As long as the driving force for advertising exists, advertising will not disappear on the screen: on the one hand, advertisers will not easily give up television media, the information channel with the widest audience and vivid communication methods; on the other hand, television media will not easily give up.
Will easily give up the annual advertising revenue of more than 20 billion. The so-called change is just that advertising will change from "explicit" to "implicit". We can make an assumption. If pay TV can really become the mainstream of the TV industry, product placement advertising will definitely become popular.
Pay TV is undoubtedly an important topic in the media industry in recent years. The mass media almost unanimously stated that "pay channels transmit programs without advertising." In fact, as long as the driving force for advertising exists, advertising will not disappear on the screen: on the one hand, advertising
TV media will not easily give up the TV media, which has the widest audience and vivid communication methods. On the other hand, the TV media will not easily give up the annual advertising revenue of more than 20 billion. The so-called change is just that advertising will shift from "explicit" to "explicit".
"The shift to "implicit" can make a hypothesis. If pay TV can really become the mainstream of the TV industry, product placement advertising will definitely become popular.
This is almost an inevitable thing. In addition to media reasons, the popularity of product placement also has brand management reasons. On the one hand, the continuous increase in advertising investment cannot increase the brand value in the same proportion; in addition, in the mature stage
Brands need to maintain product sales and brand vitality in the form of reminders, but rigid brand image advertising is difficult to continuously stimulate consumer enthusiasm. Continuous advertising may cause consumers to become numb, and brand associations lack effective updates. Brand associations
It is easy to be regarded as an "old brand" and lose its young consumer base.
Product placement is a need for advertisers, and it is also a practical need for program or film and television content providers.
Basically, this product placement should be said to be a win-win policy. For advertisers, of course, they need such an opportunity to have their ads appear in front of everyone.
For film producers, as it becomes increasingly difficult to recoup costs in film and television dramas, the cost of filming is getting higher and higher. However, the growth in box office is obviously not as high as the growth in costs, so they can only find ways in other aspects, and in this way
Product placement is undoubtedly a very good method
In fact, the reason why product placement advertisements have become so annoying has a lot to do with the fact that some film producers add advertisements without restraint.
For example, the later advertisement for "Meteor Shower" was actually eight minutes long, and the plot actually contained a plot that was highly similar to a shampoo advertisement. No matter how stupid the audience was, they would not be able to see it.
But for product placement ads, as long as you pay a little more attention and the placement is a little more subtle, it is best to be consistent with the plot. In this case, the audience is not unacceptable. Why did the audience object to inserting ads in advertisements before?
TV series, isn’t it because the insertion of TV ads in advertisements seriously affects the audience’s desire to watch, which is why countless people oppose this kind of product placement?
And if this kind of product placement can be cleverly implemented, not only will it not become a burden to the plot, but it will add a lot of color to the plot.
Of course, how to do it depends on what the director and the film crew want to do, but many directors and producers just want to make money. As for whether this will cause incompatibility, they can no longer care about that much.
From a viewer's point of view, Zhang Yicheng doesn't like product placement, especially the very obvious kind of product placement, but so what? For Zhang Yicheng, it's different now from the perspective of the film producer.
Haven’t you seen that those viewers enjoy watching those product placements when watching foreign blockbusters? It’s even painful to summarize them one by one. Then why can’t they really stand China’s product placements? Isn’t that right?
Because there are too many product placements in China, they have almost affected the development of the plot. For example, in "Meteor Shower", the heroine suddenly started washing her hair without warning for several minutes. This