Analysis Of Effects Caused By Product Placement In Brand Integrated Marketing Communications

Differed from conventional advertisement, product placement conveys information ofadvertisement to audience insensibly and effectively by integrating information of product,brand and service with medium. Recently, by the rapid development of movies in China,product placement model has been appeared in all kinds of films frequently, appeared toaudiences’ eyes. Compared with product placement becoming more and more frequent, itsimplantation process and operation is on low level. Consistent with practice, our theoreticalcycle’s study of product placement is still in the initial state, cannot provide sufficienttheoretical support and direction to product placement’s practical operation.Product placement in the movie has four types: plot implantation, scene implantation,dialogue implantation, image implantation. At this stage our using for the four types haslearned positively from foreign films but is also the likeness but absolute beings are not. Mainreason is directors’ weaker position, they have to sacrifice the lens itself pursuit aestheticfeeling and the plot development to advertise, in order to commercial profit. So we shouldbuild the idea of whole marketing, put the product placement into the whole marketing stage,and fully assess the best result of what ways to promote marketing.According to the labor of Transformer3and the survey result of product placement’saudiences’ attitude, we can work out that the product placement’s effect is under influence offilm’s all effect, and the effect is mainly to brand building. Real determinants are the wholemarketing included product placement.Therefore the related workers of film and advertising industry need pay more attention toquality rather than quantity, when the film has better quality, product placement will play itseffects. They need find the balance between commercial profit and film’s artistic and bothsides win, it’s our ultimate aim on product placement. At the same time, how to reflectChinese characteristics in product placement, is also our continually strive for direction.