Implantable advertising in China the industrialization of the five obstacles.docVIP

 PAGE \* MERGEFORMAT 8 Implantable advertising in China the industrialization of the five obstacles A typical characteristic of Feng Xiaogang’s movie is full of implantable advertising (product placement), from the ‘biggest names’, ‘mobile’ to ‘You Are the One’, the interpretation most vividly implanted ads, but also for Huayi Brothers harvested many non-box office revenues. Said ‘You Are the One’ half of the investment that is provided by the advertisers. No release will be able to recover half of the investment - this is not nearly karate Mody? ! Many large and small producers Hongzheyanjing this intention into action immediately - in the company to establish an advertising department, equipped with 32 personal, well-known brands to domestic letters, phone calls, in a variety of online forums Li post, to sell their own movies, television dramas in the ‘implantation of opportunity’. However, the reality is very helpless people. In addition to Feng Xiaogang, director Ning Hao and several other popular works and binding China Mobile’s ‘call forwarding’ series, a large-scale advertising boom implanted did not occur. Implantable advertising in China, not as industrialized as the United States, the problem lies in where? I think the key is the existence of five obstacles: First, asymmetric information. This information asymmetry is two-way. On the one hand, producers are unable to know which brand enterprises implant needs and budget. Often, in the script of their own conduct some simple analysis to find out to ‘put products’ point and appropriate product range, after the adoption of letters, phone calls, posting the original manner to the major manufacturers of these products marketing. For these companies the marketing mix From EMKT. whether implantable advertising plans, the current marketing budget situation, the producers are not completely known, and regardless of regardless, that is, a ‘hit marriage’ state; the other On the one hand, in the present ca