The Product Placement

Using the following image of informing about a personal product, it is allowed, both to win and to lose much in the struggle for the final consumer. You will wonder how it is permissible to remain a loser if communication with the consumer is still going to happen? Overly intrusive, and pesky Product Placement "is able to execute a cruel joke with your strategy, requesting the absolute withdrawal of an eventual customer to your product or service.

Today's consumer is not stupid, and is interested in the prospects of choosing any direction on the market. And in case the consumer is told that he is obliged to buy, where he should go, this will awaken at least not awareness and the question "Why so directly, as if you think that I am so stupid?"

For your attention, "Product Placement", this is not a fresh trend in advertising, it was applied, and in good Soviet films, however it was beaten. For example, to take a film of the famous director Leonid Gaidai "Ivan Vasilievich changes his profession."

A famous shot?

Non-nomadic placement, Savings Bank of the USSR.

Let 's take to attention, one of the most unsuccessful, as in my opinion (and I try to reason at the moment, as an average buyer), "Product Placement" in modern Cinematography. Looking at the given film, I had an opinion that I was not at the cinema full of New Year's mood, but at home, I was looking through the prolonged advertising block, where I was imposed as a fool by all the positive qualities of the advertised product, only one, there was no remote control in hand, in order to Switch attention. May the Russian prototype of such legends forgive me: Timur Bekmambetov, the Wachowski Brothers, but as if spending for shooting the film "The Irony of Fate - 2" was so great that almost the entire film was occupied by advertising partners, sponsors of the film ?!

Let's look at the human psychology of the product and services "Product Placement". So, as interest attaches to something that has a little hidden meaning, if you wish. The hidden meaning constantly aroused more interest than simply a naked body. Incomprehensibility as a hint, but neither as a popularization of something (the policy does not count).

A little bit about the history of "Product Placement".

It is a mistake to believe that "Placement" was at the peak of popularity when ordinary pictures lost their inactivity, and turned into a so-called "movie". It existed, so to speak constantly, it was worth only in the article of the printed edition or mention about what tea this morning served Elizabeth II, where the Emperor was having dinner today with his family, these places instantly became legendary. Despite the fact that the articles were not paid for, but trademark owners could not miss the chance to study this trend.

When the movie "spoke" and took vivid colors in the guise of chromaticity, then already the PR people squared their shoulders, and let's be half-heartedly outweighed by consumer goods. This is also propagating not only culture to the people, and causing the desire to have the same habits as the stars on the screen: auto, hair color, clothing, makeup, shoes, watches, food, and even smoke what is smoked in westerns. And with such a large Product Placement, no one attached importance, for example, to a close-up in the established brand. The consumer still showed interest in the decorations that were on Marlene Dietrich in "The Scare of the Scene", 1950, or what hours Clark Gable wore in the motion picture - "It Happened One Night" in 1934. The largest growth of the provided option was in the 80 - 90 years of the twentieth century, when sitcoms, different family films, serials that included the maximum audience were popular.

Product Placement of any product, was intended to become a winning one, because without problems, it turned out to be in the sphere of view of the right buyer. For all that, the print media did not miss their work, mainly on a barter system with notable producers: we interview you with a star - you give us Product Placement in the article. And everyone was satisfied! Naturally, I can bring more samples from the American market, because the states of Europe zealously took their successful experience of hidden advertising, they are quite similar. I can not say the same about the post-Soviet space.

The above mentioned film is a spoiled, unprofessional "Placement", our colleagues "broke" to the unlimited budgets of entrepreneurs of the 90s, and let's act in full with them. If we talk about the Ukrainian civilization, the culture of "Product Placement", it is still not completely formed, but attempts are being made. So famous media holding, realizes "Placement" brands of the Ukrainian market on a personal product: shows, projects, reality shows. Unfortunately, our northern neighbors have experienced the experience. For example, not quite successful "Placement", the brand of a dry breakfast, in one of the Ukrainian, rating reality shows, when the participants, as if naturally eating it, will agree, provoke a grin. Another Ukrainian wisdom will be relevant: "Schoen zadadto, it's not sanity!"

Dear colleagues, let's develop the culture of the advertising Product Placement in person, based on our needs. The way the product is served in a commercial, how advertising in a particular state is removed, says about its values, priority, culture!