Placement of the brand consumer psychology and thinking.doc

 PAGE \* MERGEFORMAT 6 Placement of the brand consumer psychology and thinking Recently there have been a lot of media placement criticism. On the one hand that some people do not mind too much product placement, too explicit and Heart aversion, it also reflects higher public placement requirements and higher expectations. product placement is the evolution and upgrade of traditional advertising, intended to let people unconsciously perceive the brand, accept of. and traditional advertising is too hard, “villain is obvious”, the audience has numbness antagonistic defense mechanism. The placement attempt integration with the environment, not “disturb” the audience at the same time, resolve the defense, penetration of the mind. It is this characteristic that product placement has become a national and global advertising development of a trend. Product placement the way to have soft and hard categories. The hard way directly to the general merchandise, trademark, or advertising with a clear meaning of the items words onto the audience. Soft approach is a combination of the specific situation to be implanted in the body, calm and collected as much as possible marketing means to convey. Clearly the audience for hard-implantation effect of the soft implant is higher than the much more acceptable to all. If film “lt;you’re the onegt;gt; in the Xixi Wetland and Hokkaido on the promotion, view dovetails intervention and plot development, though not a “Xixi Wetland really beautiful, ah”, “Hokkaido too impressive,” the deliberate expression, the film is attracted by the charming scenery of the audience. Ads must accept the body implant integration, otherwise you will have a “rejection.” Afraid afraid placement being too explicit, too reckless a disregard of the audience give the impression, the impression of just grabbing the money. For example, Tiger Spring evening, Liu Qian performing magic, to the Huiyuan juice advertising, which also forget, you can next to the “