Home brand loves film and television advertising implants need strong funds to back up

From obscure titles and sponsorships to today's high-profile “implantation”, the marketing styles of home brands in film and television dramas are moving from “behind the scenes” to “before the stage”. Most of the recently broadcasted TV series and movies show the placement of home brands. For the other industries, such as fast-moving consumer goods, film and television advertising has long been a commonplace. For the home furnishing industry, it is still a relatively new form. In more and more home furnishing enterprises, “love” film and television implants Today's advertising, this form also brings thinking: can you get the visibility and reputation when you save money?

In the 2014 Lunar New Year, Feng Xiaogang’s film “Private Customization” can be used to push implant marketing to a climax. The film was dubbed "advertising customization" due to the large number of advertisements. Take the home brand as an example. The related elements of many home brands such as Sophia Wardrobe and Dongyi Risheng Decoration are constantly appearing in the movie's in-game advertisement or drama scene. With the fierce "private customization", the word "customization" has become the 2013 home consumption hot word after "shuffling", "health" and "O2O".

In recent years, home brands have been pursuing short, fast and accurate propaganda methods, and the intensity of advertising investment can be seen through the implantation of film and television advertisements. However, it should be noted that it seems that everyone wants to be “gorgeously turned around”. Video advertisements often need to have sufficient funds to support them. Home brands that can “turn around” behind the scenes to the front of the stage may be only big brands and big companies, and household enterprises with less grades may have “sufficient stamina”.

The insertion of film and television advertisements also tests the "eyes" of enterprises. The so-called implant advertisement requires that the implanted subject must be compatible with the implanted content in order to produce an implant effect. If the lack of discovery is followed, it will only make viewers resent the film and television works and advertising brands due to the excessive implantation of advertisements. After all, the current market demand for marketing has become higher and higher. It is not that the “local tyrants” can make a marketing effect when they save money, but only when the money of the enterprise is right, the market will buy it.

Home furnishing industry has set off a boom in film and television

The first subversion of film and television advertisements in the Chinese market occurred in a plot in the 2011 Transformers 3: an Asian man holding Yili milk to the actor said: "I'm not talking to you Until I finish my Shuhua milk. (I will tell you after drinking Shuhua milk). This classic sequel has become a testing ground for Chinese brand Hollywood implants.

Today, two years later, the filming of the domestic market is in full swing, and the TV implants on the other side are also non-stop. The TV series "Let's Get Married", which is being broadcast jointly by CCTV, David and the video platform, seems to be directly proportional to the ratings.

In the play, the frequency of a certain brand of laundry detergent appeared even more than that of the male and female No. 3; the male and female protagonists were not busy verbally propagating “can eat some dumplings and noodles of frozen food” when discussing what to eat for dinner. When looking for a job, the actors in the play directly threw out a sentence on "Some certain recruitment network!" and so on, and the car, drinks, cosmetics, dating sites, etc., the whole drama "clothing, food and accommodation" brand as much as Dozens. According to the author's statistics, on the list of acknowledgement units broadcast at the end of each episode, the sponsors have 80 of nearly 4 pages of paper! Of course, under the bombardment of advertisements, many netizens screamed: "Please Change the title to "Let's advertise"!"

In the December Lunar New Year period, Feng Xiaogang's comedy movie "Private Customization" can be said to push the implant marketing to a climax. During the film's release, the home brand Sophia wardrobe, Dong Yi Risheng decoration, etc., as an example, as a movie title advertisement or drama scenes constantly appear in the drama. With the fierce "private customization", the word "customization" has become the 2013 home consumption hot word after "shuffling", "health" and "O2O".

In fact, implant advertising is no longer a new thing, but the more common implant brands are more common in cars and fast-moving consumer goods, while the low-profile industries such as home building materials do not seem to be keen on this kind of “fast food”. The type of advertising is implanted in the channel, and what about the facts? With the increasingly fierce competition in the industry in recent years, the low-key home building materials industry has been unable to hold back the "out of the limelight", and the advertisements have also frequently entered the silver screen in the film and television drama. The implantable ads in the pattern are naturally sought after.

Film and television implants need strong funds to back cover the top

In terms of general definition, implantable marketing refers to the integration of brands or products and their representative visual symbols, content strategically and skillfully into the content of movies, TV series, TV programs, games, text content or other carriers. Through the reproduction of the scene, the audience can leave the impression of the brand and product unconsciously and achieve the purpose of marketing.

Home-made brands frequently “electric shock”, appearing in film and television dramas. Some people report that negative comments such as “the boss’s money bag is too full”, “popular and familiar”, “betting implants” and so on, but in the end When I filed an objection, did I see the huge benefits that would be exacerbated by the incorporation of advertisements into film and television dramas?

From celebrity endorsements to the current implantable ads, the author believes that this change is more of a new way of marketing. Implantation can keep consumers fresh and enhance the brand's influence. In fact, the role of embedded marketing itself is similar to the role of advertising, but its wonderful place lies in the form of product promotion for different corporate brands.

In film and television works, product placement has become very common, and viewers have long been accustomed to "advertised", but it is precisely because of this, the audience's quality requirements for advertising are getting higher and higher. While appreciating the advertisements that are naturally exposed, they are also disgusted with some over-the-counter implant advertisements.

Therefore, for the advertising of home brands, I believe that we should pay attention to whether it is a "fit" problem.

First of all, the use of this kind of implantable advertising method by home furnishing companies has changed the low-key propaganda method of sponsorship, title, etc., and successfully climbed the stage from behind the scenes, realizing the gorgeous turn of furniture enterprises and changing people's past for furniture enterprises. The impression of obscurity.

With the subtle changes in the housing situation in the past two years, the home industry has been deeply affected, and many have entered the market in a narrow way. In terms of propaganda means, media communication is undisputed, short, fast and accurate. Internet portals, print media, outdoor artillery, film and television dramas, and even online video advertising investment are all at different levels. On the financial statement.

But the same thing to note is that it seems that everyone wants to be "gorgeously turned around". Implanted ads often need to have sufficient funds to support them. The home brands that can “turn around” behind the scenes to the front of the stage are only the big brands such as the Sophia wardrobe mentioned above. The household enterprises with less grades seem to have “sufficient stamina” and cannot realize the dream of “turning over”.

"over-implantation" or advertising results are counterproductive

On the other hand, it is the importance of vision. People with visions can always find marketing ideas with propagating value before others discover them. And if there is a lack of discovery, it can only follow the trend and the people, and the result is half the effort. As for such an example, you can refer to the above-mentioned "Let's Get Married" in the netizens' "excessive implants", and the author will not start here.

The so-called "eyes" refers to whether the subject being implanted with the advertisement can conform to the implanted content and bring the effect of implantation.

Taking home branding as an example, it is natural to make an implantable advertisement, so that the audience can inadvertently accept the propaganda of the enterprise, and the nature of the home itself determines the placement of the product in the film and television works compared to other types. The product is more difficult to highlight its brand image, the advertising effect is not obvious; in addition, the audience of film and television is not targeted, film and television works as an important channel for mass communication, the audience is difficult to predict, the business is difficult to predict the implant effect It is better to do some targeted segmentation ads.

In my opinion, the combination of the “customized service” of the home industry and the propaganda point of the movie “Private Customization” is a “customization of advertisements” that can be taken once and for all, which is more likely to attract the attention of the audience. In many people's minds, having a customized product seems to be a symbol of social status.

As Ge You said in the "Private Customs" drama, "Private customization makes your life without regrets." The possibility of being conveyed through the film is more common knowledge of the “customization of the home”. The effect of the advertisement is not mentioned. This time, the home branding has also made a bold attempt for the industry.

Compared with the past, in traditional marketing, companies only need to instill information into consumers. However, nowadays, the market demand for marketing has become higher and higher. It is not that the “local tyrants” can make a marketing effect when they save money, but only when the money of the enterprise is right for the local market, the market will buy it. In other words, in this marketing era, in addition to popularity, it must be well-known. If you unfortunately become a netizen's collective object, then I am sorry, the more money the company is, the more side effects of advertising.

In contrast, the "over-implantation" of some TV dramas, the implantation of a luxury brand in the recent hot variety show "Where is Dad Go" is a relatively successful marketing case.

Speaking of this implant, in fact, the car brand did not catch up with the first phase, but only began to appear in the third phase of Ningxia. Because the car's marketing team was aware of this opportunity at the end of August, the internal discussion quickly made a decision after a week, and only one week left in the first phase of the show confirmed the sponsorship, and finally got on this brand express. Compared with the pure advertising form of a pediatric cold medicine and a dumpling, this luxury model is based on the exclusive use of the father and son star family, and the way in which the brand and products are exposed is more ingenious and more It is easy for the audience to accept.

After all, advertising placement marketing is sometimes a bet, and it has always been "the victors of the victors", but unfortunately the reflection of the losers is rarely told and listened.

In general, the home industry has developed rapidly in recent years, and the marketing methods are also changing with each passing day. Although it has been referred to as “a decade behind”, the marketing method of the furniture industry still has a triumphant trend, but it is believed that only in furniture. After the overall development of the industry, our big screen can be seized by furniture companies. Of course, the longest-term brand tempering, the cooperation between home furnishing companies and film and television works is also very beneficial. I believe that you will see more and more home furnishing companies on the big screen in the future.

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