文献出处：S Jockel. The Study of Movie Marketing [J]. The International Journal on Media Management, 2015, 8(2): 84-91.
原文
The Study of Movie Marketing
S Jockel
Abstract
Movie marketing means that movies and other industrial products in society, in a period of excess capacity, directly or indirectly, from the industry inside and outside competition makes the film market in the market dominated by the buyer's demand. Movie marketing need to select the target market, value and experience of creation and transfer to cater to the audience, from the movie the position of consumer values for planning, production, marketing. Related enterprises must meet the consumers in down to gain advantage in the market, will eventually film into consumer products to create more economic value, can be devoted to reproduction cycle in the link. Keywords: film marketing, media, and economic value
1 Introduction
After the advent of the Internet, information technology and the continuous development of digital technology and more and more perfect film lovers feel the charm of the film. In the film marketing, Hollywood movies can be said to be the movie marketing model in the world. Due to the rapid development of new media technology and its characteristics of transmission allows the film to use the advantage of new media for film marketing, and achieved good results. After arrival in the era of big data, film and television industry started in the new media, on the basis of making use of big data for film and television production and marketing, in order to gain the audience's good reputation and beyond cost several times at the box office. 2 Literature review
Richard matt white learning monographs in the movie the Hollywood movie - 1891 years the history of the American film industry,
from the external review commercial on behalf of the Hollywood film industry, but through the Hollywood film works, form characteristic and history process, critical environment these Hollywood itself the real level of inspection, the Hollywood commercial characteristics were analyzed. He stressed the first movie as a kind of recreational goods attribute, think that the film is entertaining first is the profit for the purpose of film industry.
Wirth, Bernd in
3 Film goods attribute and marketing
Film, as a kind of mass entertainment consumer goods, it is one of the most fundamental, the main purpose is to attract the audience, and the audience into the cinema drives the box office, eventually. Film itself as a kind of material consumption of information goods,
This shows that the public on the choice of film is based on the efficiency of their leisure time, or do other things to, people have time to rest or do something cheaper, you may choose to watch movie to meet their own needs. According to the film consumption has timeliness and seasonal product we can analysis and research on film consumers, capable of hitting the target, cost savings in terms of movie marketing.
Film marketing can be divided into three levels: product marketing, film of brand marketing of enterprise culture and film industry. Marketing is the lowest level of film products, the quality of the products mainly include films, marketing strategy, film, pricing, etc. Film brand marketing is essentially a medium provided by the spirit of product quality evaluation in the eyes of the audience, and the quality of commercial value, it has the cultural uniqueness, comprehensive benefit, extensibility and consumer brand loyalty sexual characteristics. Film marketing, corporate culture is through the model's unique corporate culture to strengthen enterprise image and the marketing characteristics of the enterprise, through the movie marketing behavior to conduction enterprise material culture, system culture and spirit of enterprise culture to complete image of the enterprise.
McLuhan's thesis that
With film industry thriving and development, the enthusiasm of the audience viewing is also growing. Movie marketing partial entertainment more get the favor of our film consumers, more and more enterprises also has attention on the film of entertainment marketing. For commercial film, in order to get higher profits and returns, and through the entertainment channel to implement the spirit of social
function can help to solve this problem. For commercial movie of this kind of social function, j.t Farrell said:
Film marketing, because of the large data and numerical analysis of new media has brought more opportunities, let marketers can through the use of people of different requirements of audience segmentation, will shift the marketing activities can satisfy personalized viewing needs. Search engine can be very effective segmentation of public access to a particular movie website, columns, and thus for the audience accurate positioning. User’s data and information, including user preferences, age, gender, academic and viewing preferences, etc., can be predicted through the analysis of large data system, according to the records in the database search, marketers can do marketing for a film at a later date when can according to the data in order to develop the corresponding marketing activities.
In the marketing of the enterprise, the first thing to recognize it can provide the best service of the market, then the market segmentation for multiple targets, and for each segment to develop detailed product development and marketing plan. Film as a mass media, is born from it as a medium of the popular culture spread across class, across groups, the influence of the mass there are individual differences, however, this is due to the cultural background, personality, and personal economic conditions caused by different. “In a wide range of content, can be obtained by each member of the transfer to pay special attention to choose those related to his interest, and with his position has been consistent, coincided with his faith, and information that supported his values. His reaction to this information restricted by his psychological makeup. Now you can see, the effect of the media in the waiters coco is not the same, but different. “Markets are divided into more small specific groups, differences, makes the mass marketing is no longer effective.
Implantable advertising the product or the visual symbols of hidden in the movie, on behalf of the enterprise through the film scenarios, dialogue, street and image expression, make the audience unconsciously left on products and enterprise image, achieve the goal of marketing. As the amount and type of media is increasing, the
information in the form of fission, surrounded by a large amount of information, perception of advertising has numbness. The success of the product placement is under the condition of the collective unconscious audience to convey business information to the audience, didn't make the audience feel are selling products in a deliberate, can eliminate the alert psychological, unlike other forms of advertising is straightforward, forcing the audience to accept. From product placement in the film, can lower the first film investment risk, return on investment. Can also make investors more industries involved in the film investment, produce product more movies. To speed up the capital the virtuous circle between cross-industry and optimize the movie marketing comprehensive effect. Implantable advertising because of its characteristics make its expression under the condition of relatively closed to watch in the cinema, audience reality from the outside world, and temporary attention focused on the film, the film for the spread of information acceptance is very high, completely controlled by the development of the plot, the film of products is also without a guard under the consciousness of active, relative to the television, the public lost the strong independent selectivity. Movie artistic vitality is strong, can be in theaters broadcast repeatedly, but can be by the morphology of audio-visual products and broadcasted to watch on TV, commended by the art of infection at the same time, the audience exerts a deeper impression of the film advertising products.
4 Conclusions
With the increasing range of social products, should revolves around the consumer all activities of the enterprise. In the context of commercialization, the film as a product must achieve its economic benefits. Movie marketing need to select the target market, value and experience of creation and transfer to cater to the audience, from the movie the position of consumer values for planning, production, marketing. Related enterprises must meet the consumers in down to gain advantage in the market, will eventually film into consumer products to create more economic value. 译文
电影营销问题研究
S Jockel
摘要
电影营销,意味着在社会中电影与其他的工业产品一样,处在一个产能过剩的时期,来自行业内外直接或间接竞争态势使得电影市场处在消费者占主导地位的买方需求市场。电影营销需要选择目标市场,创造和传递迎合观众的价值与体验,需要从电影消费者的价值观的立场来进行策划、生产、营销。相关企业必须在满足消费者的前提下来获得市场的优势,最终将电影转变为消费品创造更多的经济价值,才能投入到再生产的环节中进行循环。
关键词：电影营销，传播媒介，经济价值
1引言
在互联网出现之后,信息技术与数字技术的不断发展和完善使越来越多电影爱好者感受到了电影的魅力所在。在电影营销方面,好莱玛电影可以说是全世界电影营销的典范。由于新媒体技术的快速发展和它的传播特征使得电影能够运用新媒体的优势进行电影的营销,并且取得了不错的成绩。在大数据时代到来之后,影视行业开始在新媒体的基础上,着手运用大数据进行影视的制作和营销,从而获得观众的良好口碑以及超出成本几倍的票房。
2文献综述
理查德·麦特白在电影学专著《好莱坞电影—1891年来的美国电影工业发展史》一书中认真提出了对好莱坞电影的研究意义,并提出了独特的研究路径。麦特白没有从以往的社会批判和精神分析角度来从外部审查商业化的代表好莱坞电影工业,而是通过对好莱坞电影的运作方式、形式特点、历史进程、批判环境这些好莱坞本身的真实的层面的考察,分析了好莱坞的商业性特征。他首先强调了电影作为一种娱乐性商品的属性,认为电影首先是娱乐大众的,电影工业首先是以赢利为目的的。
Wirth·Bernd在《The International Joural on Media Manegement》(媒介管理杂志)上发表了一篇名为《融合进程》中认为电影产业是很有竞争力的产业合作伙伴,电影创造的产值和机会是其他行业无法比拟的,成功的影片不仅可以创造票房收入,而且在电影周边的衍生品上创造更多的经济利益。电影成为很多行业发展的基础。传媒巨头纷纷收购电影企业,借此来控制内容的生产与流通,形成完整的产业链,进而获得最大的整合效应。文章从电影产业化的角度叙述了电影产业的
重要性,论证了采取多种渠道发展电影业一起作为经济和文化输出资源的可行性。
3电影的商品属性与电影营销
电影,作为一种大众的娱乐消费品,它的最根本、最主要的目的便是能够吸引来观众、使观众走进影院带动票房成绩,最终获取利益。就电影本身作为一种非物质消费的信息商品而言,
电影营销可分为三个层次:电影产品的营销,电影品牌的营销和电影行业企业文化的营销。电影的产品营销是最低层次的营销,主要包括电影产品的质量,营销策略,影片定价等方面。电影品牌营销本质上是电影媒介所提供的精神产品在受众心目中的品质评价以及这种品质所具有的商业价值,它具有文化独特性、效益综合性、品牌延伸性和消费忠诚性等特征。电影企业文化营销,就是通过塑造独特的企业文化特色来强化企业形象以及企业的营销特色,通过电影营销行为来传导企业的物质文化、制度文化和企业的精神文化来完成对企业形象的塑造。
麦克卢汉的“媒介即讯息”的论断提出,“正是传播媒介在形式上的特性一一它在多种多样的物质条件下一再重现——而不是特定的内容,构成了传播媒介的历史行为功效。”如同每一种媒介的出现,都在一定程度上改变着人类感知和认识世界的方式。同样,每一种新的传播技术的出现,都会改变人们娱乐的方式,影响对内容及娱乐的体验。电影技术的不断发展和更新,给观众带来了不同的视听感受,满足了观众的好奇心,带来了全新的娱乐体验。
伴随着电影产业蓬勃向上发展,（完整译文请到百度文库）电影观众们观影
的热情也日渐高涨。电影营销偏娱乐化更能够受到广大电影消费者的青睐,越来越多的企业也对电影的娱乐营销产生了关注。对于商业电影来说,要想获得高额的商业利润和回报,通过娱乐来实现精神疏导的社会功能能够帮助解决这一问题。对于商业电影的这种社会功能, J.T.法雷尔是这样说的:“大多数影片并不是软弱无力,而是强劲有力的。它使人们不去更清醒地认识自己道德、美学和精神的需要。
电影的营销,因大数据和新媒体结合的数据化分析带来了更多的机会,让营销方可以通过利用人们不同的需求进行观众的细分,将营销活动转移到可以使个性化满足的观影需求。搜索引擎可以非常有效的细分大众访问的某个电影网站、栏目,从而进行受众的准确定位。用户的资料与信息,包括用户喜好,年龄,性别,学历及观影的偏好等等,可以通过大数据的分析预测系统,按照数据库中的记录搜索出来,营销方就可在日后为某部电影做营销方案时就可以根据这些数据来开展相对应的营销活动了。
企业在营销中,首先要辨认它能为之提供最好的服务的市场,然后把市场细分为多个目标,并为每个细分市场制定详尽的产品开发和营销方案。电影作为大众媒体,从它一诞生就作为了传播大众文化的媒介,具有跨阶层、跨群体的影响,然而大众存在着个体差异,这是由于个人的文化背景、个人性格、和经济状况的不同造成的。“在可以获得的大量内容中,受传的每个成员特别注意选择那些同他的兴趣有关、同他的立场一致、同他的信仰吻合、并且支持他的价值观念的信息。他对这些信息的反应受到他心理构成的制约。现在可以看到,传播媒介的效果在广大的受传者中远不是一样的,而是千差万别的。”市场正分裂为更加细小具体的小群体,差异加大,使得大众化营销不再行之有效。
植入式广告将产品或者代表企业的视觉符号隐藏在电影中,通过电影的场景、对白、行街和形象等表现方式,使受众不自觉的留下对产品和企业形象,达到营销的目的。随着媒介的种类与数量日益增多,信息以裂变的形式递增,大众被大量的信息包围,对于广告的感知已经麻木。植入式广告的成功之处就是在观众集体无意识的情况下将商业信息传达给观众,并没有使观众感觉到是在刻意的推销产品,能够消除其戒备心理,不像其他形式的广告直截了当,强迫观众接受。在电影中出入植入式广告,首先可以降低电影投资风险,提到投资收益率。也可以使更多
行业的投资者参与到电影投资中来,生产出更多的电影产品。加快跨行业间资金的良性循环和优化电影的营销综合效应。植入式广告由于其表现方式的特点使其在电影院较为封闭的观看条件下,受众暂时与外界的现实脱离,注意力聚焦于电影,对于电影传播的信息接受度很高,完全受控于电影情节的发展,对于电影中出现的产品也在无防范的意识下主动接受,相对于电视而言,大众失去了较强的自主选择性。电影艺术生命力强,既可以在影院反复播出,也可以通过影像制品的形态和在电视上播映观看,使观众多次受到其艺术感染的同时,潜移默化加深对影片中广告产品的印象。
4结论
随着社会产品的日益增多,企业的所有活动需要围绕消费者展开。在商业化语境中,电影作为产品必须实现它的经济效益。电影营销需要选择目标市场,创造和传递迎合观众的价值与体验,需要从电影消费者的价值观的立场来进行策划、生产、营销。相关企业必须在满足消费者的前提下来获得市场的优势,最终将电影转变为消费品创造更多的经济价值。
文献出处：S Jockel. The Study of Movie Marketing [J]. The International Journal on Media Management, 2015, 8(2): 84-91.
原文
The Study of Movie Marketing
S Jockel
Abstract
Movie marketing means that movies and other industrial products in society, in a period of excess capacity, directly or indirectly, from the industry inside and outside competition makes the film market in the market dominated by the buyer's demand. Movie marketing need to select the target market, value and experience of creation and transfer to cater to the audience, from the movie the position of consumer values for planning, production, marketing. Related enterprises must meet the consumers in down to gain advantage in the market, will eventually film into consumer products to create more economic value, can be devoted to reproduction cycle in the link. Keywords: film marketing, media, and economic value
1 Introduction
After the advent of the Internet, information technology and the continuous development of digital technology and more and more perfect film lovers feel the charm of the film. In the film marketing, Hollywood movies can be said to be the movie marketing model in the world. Due to the rapid development of new media technology and its characteristics of transmission allows the film to use the advantage of new media for film marketing, and achieved good results. After arrival in the era of big data, film and television industry started in the new media, on the basis of making use of big data for film and television production and marketing, in order to gain the audience's good reputation and beyond cost several times at the box office. 2 Literature review
Richard matt white learning monographs in the movie the Hollywood movie - 1891 years the history of the American film industry,
from the external review commercial on behalf of the Hollywood film industry, but through the Hollywood film works, form characteristic and history process, critical environment these Hollywood itself the real level of inspection, the Hollywood commercial characteristics were analyzed. He stressed the first movie as a kind of recreational goods attribute, think that the film is entertaining first is the profit for the purpose of film industry.
Wirth, Bernd in
3 Film goods attribute and marketing
Film, as a kind of mass entertainment consumer goods, it is one of the most fundamental, the main purpose is to attract the audience, and the audience into the cinema drives the box office, eventually. Film itself as a kind of material consumption of information goods,
This shows that the public on the choice of film is based on the efficiency of their leisure time, or do other things to, people have time to rest or do something cheaper, you may choose to watch movie to meet their own needs. According to the film consumption has timeliness and seasonal product we can analysis and research on film consumers, capable of hitting the target, cost savings in terms of movie marketing.
Film marketing can be divided into three levels: product marketing, film of brand marketing of enterprise culture and film industry. Marketing is the lowest level of film products, the quality of the products mainly include films, marketing strategy, film, pricing, etc. Film brand marketing is essentially a medium provided by the spirit of product quality evaluation in the eyes of the audience, and the quality of commercial value, it has the cultural uniqueness, comprehensive benefit, extensibility and consumer brand loyalty sexual characteristics. Film marketing, corporate culture is through the model's unique corporate culture to strengthen enterprise image and the marketing characteristics of the enterprise, through the movie marketing behavior to conduction enterprise material culture, system culture and spirit of enterprise culture to complete image of the enterprise.
McLuhan's thesis that
With film industry thriving and development, the enthusiasm of the audience viewing is also growing. Movie marketing partial entertainment more get the favor of our film consumers, more and more enterprises also has attention on the film of entertainment marketing. For commercial film, in order to get higher profits and returns, and through the entertainment channel to implement the spirit of social
function can help to solve this problem. For commercial movie of this kind of social function, j.t Farrell said:
Film marketing, because of the large data and numerical analysis of new media has brought more opportunities, let marketers can through the use of people of different requirements of audience segmentation, will shift the marketing activities can satisfy personalized viewing needs. Search engine can be very effective segmentation of public access to a particular movie website, columns, and thus for the audience accurate positioning. User’s data and information, including user preferences, age, gender, academic and viewing preferences, etc., can be predicted through the analysis of large data system, according to the records in the database search, marketers can do marketing for a film at a later date when can according to the data in order to develop the corresponding marketing activities.
In the marketing of the enterprise, the first thing to recognize it can provide the best service of the market, then the market segmentation for multiple targets, and for each segment to develop detailed product development and marketing plan. Film as a mass media, is born from it as a medium of the popular culture spread across class, across groups, the influence of the mass there are individual differences, however, this is due to the cultural background, personality, and personal economic conditions caused by different. “In a wide range of content, can be obtained by each member of the transfer to pay special attention to choose those related to his interest, and with his position has been consistent, coincided with his faith, and information that supported his values. His reaction to this information restricted by his psychological makeup. Now you can see, the effect of the media in the waiters coco is not the same, but different. “Markets are divided into more small specific groups, differences, makes the mass marketing is no longer effective.
Implantable advertising the product or the visual symbols of hidden in the movie, on behalf of the enterprise through the film scenarios, dialogue, street and image expression, make the audience unconsciously left on products and enterprise image, achieve the goal of marketing. As the amount and type of media is increasing, the
information in the form of fission, surrounded by a large amount of information, perception of advertising has numbness. The success of the product placement is under the condition of the collective unconscious audience to convey business information to the audience, didn't make the audience feel are selling products in a deliberate, can eliminate the alert psychological, unlike other forms of advertising is straightforward, forcing the audience to accept. From product placement in the film, can lower the first film investment risk, return on investment. Can also make investors more industries involved in the film investment, produce product more movies. To speed up the capital the virtuous circle between cross-industry and optimize the movie marketing comprehensive effect. Implantable advertising because of its characteristics make its expression under the condition of relatively closed to watch in the cinema, audience reality from the outside world, and temporary attention focused on the film, the film for the spread of information acceptance is very high, completely controlled by the development of the plot, the film of products is also without a guard under the consciousness of active, relative to the television, the public lost the strong independent selectivity. Movie artistic vitality is strong, can be in theaters broadcast repeatedly, but can be by the morphology of audio-visual products and broadcasted to watch on TV, commended by the art of infection at the same time, the audience exerts a deeper impression of the film advertising products.
4 Conclusions
With the increasing range of social products, should revolves around the consumer all activities of the enterprise. In the context of commercialization, the film as a product must achieve its economic benefits. Movie marketing need to select the target market, value and experience of creation and transfer to cater to the audience, from the movie the position of consumer values for planning, production, marketing. Related enterprises must meet the consumers in down to gain advantage in the market, will eventually film into consumer products to create more economic value. 译文
电影营销问题研究
S Jockel
摘要
电影营销,意味着在社会中电影与其他的工业产品一样,处在一个产能过剩的时期,来自行业内外直接或间接竞争态势使得电影市场处在消费者占主导地位的买方需求市场。电影营销需要选择目标市场,创造和传递迎合观众的价值与体验,需要从电影消费者的价值观的立场来进行策划、生产、营销。相关企业必须在满足消费者的前提下来获得市场的优势,最终将电影转变为消费品创造更多的经济价值,才能投入到再生产的环节中进行循环。
关键词：电影营销，传播媒介，经济价值
1引言
在互联网出现之后,信息技术与数字技术的不断发展和完善使越来越多电影爱好者感受到了电影的魅力所在。在电影营销方面,好莱玛电影可以说是全世界电影营销的典范。由于新媒体技术的快速发展和它的传播特征使得电影能够运用新媒体的优势进行电影的营销,并且取得了不错的成绩。在大数据时代到来之后,影视行业开始在新媒体的基础上,着手运用大数据进行影视的制作和营销,从而获得观众的良好口碑以及超出成本几倍的票房。
2文献综述
理查德·麦特白在电影学专著《好莱坞电影—1891年来的美国电影工业发展史》一书中认真提出了对好莱坞电影的研究意义,并提出了独特的研究路径。麦特白没有从以往的社会批判和精神分析角度来从外部审查商业化的代表好莱坞电影工业,而是通过对好莱坞电影的运作方式、形式特点、历史进程、批判环境这些好莱坞本身的真实的层面的考察,分析了好莱坞的商业性特征。他首先强调了电影作为一种娱乐性商品的属性,认为电影首先是娱乐大众的,电影工业首先是以赢利为目的的。
Wirth·Bernd在《The International Joural on Media Manegement》(媒介管理杂志)上发表了一篇名为《融合进程》中认为电影产业是很有竞争力的产业合作伙伴,电影创造的产值和机会是其他行业无法比拟的,成功的影片不仅可以创造票房收入,而且在电影周边的衍生品上创造更多的经济利益。电影成为很多行业发展的基础。传媒巨头纷纷收购电影企业,借此来控制内容的生产与流通,形成完整的产业链,进而获得最大的整合效应。文章从电影产业化的角度叙述了电影产业的
重要性,论证了采取多种渠道发展电影业一起作为经济和文化输出资源的可行性。
3电影的商品属性与电影营销
电影,作为一种大众的娱乐消费品,它的最根本、最主要的目的便是能够吸引来观众、使观众走进影院带动票房成绩,最终获取利益。就电影本身作为一种非物质消费的信息商品而言,
电影营销可分为三个层次:电影产品的营销,电影品牌的营销和电影行业企业文化的营销。电影的产品营销是最低层次的营销,主要包括电影产品的质量,营销策略,影片定价等方面。电影品牌营销本质上是电影媒介所提供的精神产品在受众心目中的品质评价以及这种品质所具有的商业价值,它具有文化独特性、效益综合性、品牌延伸性和消费忠诚性等特征。电影企业文化营销,就是通过塑造独特的企业文化特色来强化企业形象以及企业的营销特色,通过电影营销行为来传导企业的物质文化、制度文化和企业的精神文化来完成对企业形象的塑造。
麦克卢汉的“媒介即讯息”的论断提出,“正是传播媒介在形式上的特性一一它在多种多样的物质条件下一再重现——而不是特定的内容,构成了传播媒介的历史行为功效。”如同每一种媒介的出现,都在一定程度上改变着人类感知和认识世界的方式。同样,每一种新的传播技术的出现,都会改变人们娱乐的方式,影响对内容及娱乐的体验。电影技术的不断发展和更新,给观众带来了不同的视听感受,满足了观众的好奇心,带来了全新的娱乐体验。
伴随着电影产业蓬勃向上发展,（完整译文请到百度文库）电影观众们观影
的热情也日渐高涨。电影营销偏娱乐化更能够受到广大电影消费者的青睐,越来越多的企业也对电影的娱乐营销产生了关注。对于商业电影来说,要想获得高额的商业利润和回报,通过娱乐来实现精神疏导的社会功能能够帮助解决这一问题。对于商业电影的这种社会功能, J.T.法雷尔是这样说的:“大多数影片并不是软弱无力,而是强劲有力的。它使人们不去更清醒地认识自己道德、美学和精神的需要。
电影的营销,因大数据和新媒体结合的数据化分析带来了更多的机会,让营销方可以通过利用人们不同的需求进行观众的细分,将营销活动转移到可以使个性化满足的观影需求。搜索引擎可以非常有效的细分大众访问的某个电影网站、栏目,从而进行受众的准确定位。用户的资料与信息,包括用户喜好,年龄,性别,学历及观影的偏好等等,可以通过大数据的分析预测系统,按照数据库中的记录搜索出来,营销方就可在日后为某部电影做营销方案时就可以根据这些数据来开展相对应的营销活动了。
企业在营销中,首先要辨认它能为之提供最好的服务的市场,然后把市场细分为多个目标,并为每个细分市场制定详尽的产品开发和营销方案。电影作为大众媒体,从它一诞生就作为了传播大众文化的媒介,具有跨阶层、跨群体的影响,然而大众存在着个体差异,这是由于个人的文化背景、个人性格、和经济状况的不同造成的。“在可以获得的大量内容中,受传的每个成员特别注意选择那些同他的兴趣有关、同他的立场一致、同他的信仰吻合、并且支持他的价值观念的信息。他对这些信息的反应受到他心理构成的制约。现在可以看到,传播媒介的效果在广大的受传者中远不是一样的,而是千差万别的。”市场正分裂为更加细小具体的小群体,差异加大,使得大众化营销不再行之有效。
植入式广告将产品或者代表企业的视觉符号隐藏在电影中,通过电影的场景、对白、行街和形象等表现方式,使受众不自觉的留下对产品和企业形象,达到营销的目的。随着媒介的种类与数量日益增多,信息以裂变的形式递增,大众被大量的信息包围,对于广告的感知已经麻木。植入式广告的成功之处就是在观众集体无意识的情况下将商业信息传达给观众,并没有使观众感觉到是在刻意的推销产品,能够消除其戒备心理,不像其他形式的广告直截了当,强迫观众接受。在电影中出入植入式广告,首先可以降低电影投资风险,提到投资收益率。也可以使更多
行业的投资者参与到电影投资中来,生产出更多的电影产品。加快跨行业间资金的良性循环和优化电影的营销综合效应。植入式广告由于其表现方式的特点使其在电影院较为封闭的观看条件下,受众暂时与外界的现实脱离,注意力聚焦于电影,对于电影传播的信息接受度很高,完全受控于电影情节的发展,对于电影中出现的产品也在无防范的意识下主动接受,相对于电视而言,大众失去了较强的自主选择性。电影艺术生命力强,既可以在影院反复播出,也可以通过影像制品的形态和在电视上播映观看,使观众多次受到其艺术感染的同时,潜移默化加深对影片中广告产品的印象。
4结论
随着社会产品的日益增多,企业的所有活动需要围绕消费者展开。在商业化语境中,电影作为产品必须实现它的经济效益。电影营销需要选择目标市场,创造和传递迎合观众的价值与体验,需要从电影消费者的价值观的立场来进行策划、生产、营销。相关企业必须在满足消费者的前提下来获得市场的优势,最终将电影转变为消费品创造更多的经济价值。