Low Cost And High Efficiency: Books That Are "Advertised"

When the product placement in the film and television drama "attack the city", it also quietly infiltrated into the Chinese book industry.

People unwittingly discovered that when they read a book, they were also "advertised". Perhaps a certain brand of clothing became the favorite of the heroine in the book, and perhaps it was repeatedly mentioned that a drug was mentioned in the book, and the reason was that the merchant provided sponsorship for the author.

The introduction of advertisements into books began with Balzac?

The book placement advertisement of clothing brand has again entered people's field of vision.

In the 2008 super selling novel Tibetan code 6, the hero said, "we can buy an island in Croatia, and the weather is fine and sail with our favorite TTDOU."

(thirteenth pages).

If the brand of clothing brand kicking pockets at this time is still a little concealment, the whole book is the shadow of advertising from beginning to end in the book "love of Lijiang love" published in 2009.

The heroine is no longer shy, but is called kicking bag directly. The hero calls the Kang wood, and their combination is ttdou.com.

In the previous TV series "struggle", the sequel to struggle Utopia, a

What is interesting is that the earliest implanted ads we know are not films and television, but the real originator is book placement advertisements.

The first placement product makes the clothing brand achieve a good publicity effect through books.

When Balzac wrote "the comedy of the world" in 1849, in order to repay his tailor friend Buisson, he wrote the name and address of the tailor in "the comedy of the world". In the book, the tailor shop was praised by celebrities and celebrities.

Many readers of novels have come to the door, Buyi song's business is booming.

Here we can see vaguely.

Low cost advertising channels

The combination of clothing brand and product placement advertisement is not a simple Cultural Alliance.

For advertisers, businessisbusiness.

MarkBurnett, a leading us product advertising leader, has explained the low price of implantable advertising as "one to five" rule, that is, the marketing effect of one dollar is equivalent to the marketing effect of five dollars ordinary commercial advertisement.

For example, Motorola's sponsorship of mobile phone is said to be only about 4000000, while TCL mobile phone only paid 10 million for Kim Hee Sun's advertising.

Nowadays, the distribution channels of books are also different from those of the past. Various online and offline media are well developed, and books can be published or serialized in major portals, newspapers and periodicals.

Kicking pocket Lijiang love can download this novel on the kicking bag clothing website.

After the publication of thousands of forums such as Tianya and the publication of the news on the major website reading channels, the cost of advertising is also greatly reduced.

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Of course, the limitations of product placement itself decide that it will be part of the integrated marketing of brand communication.

The information processing process of product placement audience is a low involvement level of information processing.

Some experts believe that product placement needs to be guided by the concept of integrated marketing communication, so as to maximize the effectiveness of advertising with other forms of advertising and marketing.

Books convey brand culture.

The subdivision of readers in the book market has been very clear. Clothing brands can more accurately find works that are suitable for brand positioning, seize the potential customers' subdivision and carry out the implantation and influence of products, brands and lifestyles.

How many clothing products can be displayed in a movie, and the whole story is taken away. The devil wears PRADA has achieved the ultimate goal.

However, book delivery is not a product, but a brand's cultural value.

One industry insider said, "a novel can not display exactly the same color, a lace and a garment as a picture, but it can convey to readers endless daydreams and pcendental concrete experiences, which is the experience and feelings that brands want to give."

In addition, reading is different from other ways of receiving information, often requiring a more private and quieter environment, requiring more attention.

People can't do housework or chat with others while reading. This also enables information to be effectively accepted, and such reading process often needs to be repeated and repeated many times.

Unlike a movie, a novel can not be completed in just 90 minutes, which also makes the information effectively repeated many times and has an impact on the audience.

Some people are dissatisfied with the book placement advertisement, and think that commerce has infringed the purity of literature. Others believe that it has opened a new mode of book profit.

More literary critics say that collusion between Chinese and business is unavoidable in the commercialized era. The premise is that it can not damage literary works.

How many ads can you see in a day and how many advertisements you can deny? In the eye economic era, every day there is a seesaw battle between attraction and refusal. Whether you like it or not, people will continue to explore the brand of book placement advertising.