Investigation Of Product Placement Development

Placement is a ingeniously kind of marketing mode of advertisement. This mode can befound in movie, episodes, column, stage play and so on. Placement provides a more fertile spaceand a neat presentation for production and brand. Since2011, SARFT published the newrestriction to traditional advertisement, further compressed the advertisement in evening primetime, which gave placement a new chance. With advantages, such as hidden and dramatic,placement show out the possibility of building optimum interaction between brand and customers.Placement changes advertisement from passive watching to hidden influence and reduces theaversion to marketing effectively. Using plot and actors’ charisma, pushing sale is more easilythan before. Contrary to compressed traditional advertisement, the advantages of placement isgrowing into a more mature and more important industry in this10years. Placement is alreadybecoming into a complete branch of advertisement.Though the development of placement is only10years, the standard of quantify is difficult,the risk of execution is high and the quality of industry is low, but through learn the mature modefrom Hollywood and Korea, placement in China has already made a large success and becomemature gradually. The Hollywood’s creative thought provides us classical case and guidancecontinuously.Base on the rule of advertisement, shorter the distance between clients and the film andtelevision industry, detailed the appeal and distinguish information for each other and establish anoverall net should be our further more direction. First, comprehend the script in the very beginning.Second, execute contract clause strictly during screen period. Third, ensure the broadcasting ofplacement without a hitch. Defuse divergence and solve problem is the key. In the meantime, linkinvestment, actors, offline authorize and integrated marketing will be the megatrends. Useplacement as the center, promote the whole industry is our reasonable way.