Like other hidden ads, product placement is not recognizable and is a form of marketing communication that makes it difficult for consumers to identify it as an advertisement. In recent years, due to its strong penetration and penetration, implantable advertisements have quietly emerged around the world, attracting the attention of the marketing industry and the favor of advertisers. The big shock wave brought to the literary and art circles in the 2008 financial crisis is the implantable advertisement. 2009 will be the blowout year for film and television drama advertisements. The second season of "Ugly Invincible" has been broadcasted in mid-January 2009. There are rumors that its advertising has reached 130 million. Here we can't help but mention the ASPIREONE mini notebook that ACER is going to focus on in this round of broadcast. This compact computer with a weight of only 8.9 inches and less than 1 kilogram will show its cleverness, fashion and speed in the drama. The function, but also specially designed for the female No. 1 Lin invincible tailored a beautiful 30-second patch advertisement, it can be said that the product is really closely integrated into the TV series, the ingenious design of the screenwriter makes ASPIREONE truly ubiquitous Effect, but it will not disgust the audience, but the cost is much cheaper. You may have found that we and the guy dressed up on the screen, wearing two twisted braids, wearing a pair of big black-rimmed glasses, hooping a mouthpiece, seemingly invincible with fashion. Have the spiritual connotation of wisdom, strength, optimism and kindness, and upward. This feature is strikingly consistent with ACER's brand appeal, and ACER China even held a public launch on February 11th for the close cooperation between ASPIREONE and Ugly Invincible. At the press conference, Acer also invited Miss Lin Xin, the invincible actor, to act as the image spokesperson for the AcerAspireone series with laptops. Just like Lin's invincible, the Aspireone series of notebooks became the star of the world's mini-notebooks in 2008. It was popular among consumers around the world. In September of that year, the sales volume reached 1.5 million units. In this way, Acer also brought 10.1 inch new Aspireone to the spokesperson conference held by Sohu.com, and it has received the attention of consumers and industry people before the official release of this notebook. The official appearance of the conference made it the focus of everyone's attention. I believe that the new Aspireone will become the fashion equipment for men and women. It must be pointed out that under the financial crisis, businesses will seek a more cost-effective marketing strategy. The cost of product placement is relatively low and inherently more topical. ACER does not hesitate to go against the market. In a hot TV series, such a large-scale promotion of a low-end product is closely related to their market strategy in a special period. According to the head of the Australian company's marketing strategy public relations agency Aowei International Media, according to the general rule, people's demand for entertainment will increase during the economic recession, but they are not willing to pay too much, and film and television dramas are more important. In the entertainment mode, advertisers can get more audiences by putting in implantable ads. The successful implantation of ASPIREONE in "The Ugly Invincible" is based on this mode of thinking. According to statistics, in 2008, the output value of implantable advertisements in China's variety entertainment programs has exceeded 1 billion yuan, and the embedded advertisements for film and television dramas have become increasingly favored by merchants. In "The Ugly Invincible", the ACER notebook advertisement as the main sponsor is everywhere, and it is safe to say that the real value of "Ugly Invincible" is not in the concept of 'replica cottage', but in the TV drama Nuggets The way out of the model exploration - advertising implants. It is the merchants who see a huge space for brand improvement and are willing to pay for the placement of implantable ads. In fact, the spread of the global financial crisis in 2008 has made people's psychological endurance all subject to a strong test. Unpleasant factors such as unemployment, pay cuts, bankruptcy, etc., make everyone look for something that can relax their minds. In almost every cycle of economic crisis, it seems that there are some literary works and characters that are easy and witty. The typical example is the little boy star Xiulan who almost became the spiritual idol of the whole American people during the Great Depression in 1928. Deng Bo, this pure, cute and funny little girl is a delicious medicine in the desperate era of jumping off the building. Yes, when the clever but ugly Lin invincible in "The Ugly Invincible" is funny in the tense and boring work environment of the concept advertising company, it is believed that many urban white-collar workers will definitely be in the throes when they are in the water. Have a strong sense of identity. From this perspective, in the era of economic crisis, the positive role of the film and television art, fitness and entertainment industry is unquestionable: that is, decompression for people. In fact, there are many ways of product placement, and the means and effects are various. However, compared with traditional advertisements, implantable marketing has the charm of traditional advertising: less investment, strong exposure, impressing people, moisturizing Silent. These characteristics are undoubtedly powerful attractions for business owners in the era of economic crisis. Taking ACER's 8.9-inch ASPIREONE as an example, ACER will continue to insert 40-day 30-second advertisements in the 40 days of the second season of "Ugly Invincible", and set this product through Lin's invincible performance and scene setting. Deeply implanted into the plot. Under the ingenious design of the Australian and International Creative staff, ACER products are organically integrated into the play, without causing viewers to rebel against advertising and even TV dramas. Due to the close connection with the characters and plots of the TV series, the placement advertisements are more likely to give the audience a sense of intimacy and identity. Such a package of patch advertisements, product placement, print advertisements, and plots is less than half the value of traditional hard advertisements, but the effect is far more than the latter. Implanted ads are growing rapidly, just like the Internet companies in the late 1990s. The boundaries between entertainment and advertising have not disappeared, but it is moving in this direction. Nowadays, implantable advertising will usher in a time of great fanfare. Whoever is more successful and smarter to add advertising to film and television dramas is a bigger winner. With the development of new media and new technologies, the media involved in the use of embedded advertising is almost all-inclusive. From traditional media to the Internet, mobile phones, and even direct mail and outdoor media, as long as it is a medium that can transmit information, Can be a carrier of product placement. However, in many recent movies and TV series, implanted advertisements have been widely criticized. The main reason is that there are too many implantable advertisements in the movie and many embedded advertisements have no intrinsic connection with the content of the story. Sex. Although the implantation of advertising brings huge profits, in the long run, it will inevitably affect everyone's likes of works; too many advertisements will cause everyone's dislike, and then form a bad reputation, and the interference is too great. , but affect the effectiveness of advertising. Many implanted advertisements lack the intrinsic connection with the plot and content of the work. When the brand appears in the play, even the average viewer knows that it is an advertisement. The more connected, the better the effect, the higher the memory of the audience; the worse the connection, the worse the effect. In many works, the product is too deep, and it is difficult for viewers to find advertising information; the implantation is too shallow, and it is easy to trigger the audience's resistance. Friends who have seen "Very Hostage 2" must remember the Audi car driven by the protagonist. When fighting with the opponent, the logo of the Audi car appears again and again in front of the camera, almost half an hour, which is simply the long-second advertisement of Audi. Caused the audience's resistance and resentment. In the face of the increasingly rampant hard commercial advertisements, the viewer's aesthetic fatigue is inevitable, and the audience is afraid to avoid it. And implantable advertising not only allows the audience to actively accept information, but also allows the audience to actively generate purchases. Therefore, implantable ads will be more and more popular with advertisers, but if you can't follow the above principles, it will definitely not have a good effect. Implantable advertising is not the savior of the enterprise. When using embedded advertising, it is more important to pay attention to the combination with traditional advertising. Only in this way can the communication effect be enlarged. The emergence of implantable advertising must first meet the interests of both the media and consumers. While viewers are enjoying their favorite programs, they don’t need to waste time watching ads to get a sense of a brand or product. Secondly, if the implanted advertisement or the implanted marketing is done well, it will exert the effect of moisturizing and silent. Implanted ads cut into the lives of ordinary people in a more visual and vivid way. It can trigger a popular trend and even change some of people's consumption concepts. As small as a piece of jewelry, a pair of glasses, a watch, as long as it appears in a favorite movie, it will leave a trace of aftertaste, and this effect will often exceed the film itself, actually become a product Strong advertising. Implantable marketing is a form of advertising that people subconsciously reject and reject after advertising, and give people a fresh feeling without leaving traces. Today, with the diminishing marginal benefits of advertising, implantable marketing benefits and efficiencies will outweigh hard advertising. Implanted ads are well done, which can make people happy, long-lasting, literary carriers and sponsors win-win. The sign of the success of implantable advertising is that viewers can't see the traces of advertising, but they accept the appeal of corporate brands. The second season of "Ugly Invincible" is the good news that the urban white-collar workers who have been waiting for it are looking forward to, because their Cinderella idols are invincible and they have to make great achievements. This is smart and silly. Invincible will definitely take her more beloved ASPIREONE notebook to walk around the concept company, when "you are.. mine!" When the high-frequency impact of the audience's brain in 40 days, I believe that ACER The top executives will definitely be happy. No way, when the global economic crisis began to spread to 2009, people in pessimism and despair are destined to be conquered by the invincible of Lotte, and her powdery, bright, Internet-friendly compact Notebooks are actually cheaper than mobile phones! 2009 is destined to be a year of implantation. For the corporate and entertainment industry, it is actually a good thing. As the news said, "The more popular in the economic crisis is still sports entertainment." A Super Bowl rugby game won a billion-dollar advertisement. Where is the crisis? The Spring Festival Gala super-luxury lineup, stage lighting effects, etc., entertainment sports have a new source of wealth. The naked helplessness that has been seen by the public, especially those big brands, high-end brands and new brands that want to hold the elegant style and penetrate the hearts of the people, is indeed an effective and cost-effective way. From the public's sight to the media, from offline to online, the needs and development of enterprises, the love of consumers is everything we can do marketing!