past few years, PP has become increasingly popular in Russia. PP technologies have amazed even old-school directors and screenwriters and are now actively used by Russian producers of TV series and feature films.
Product Placement is a relevant topic for consideration for a number of reasons: first, in Russia, PP is just beginning to gain momentum. Second, there are conflicting points of views regarding this type of activity. And third, PP is one of the most dynamically developing trends for the promotion of goods and services.
Some experts consider this technology as advertising, some consider it as a marketing tool, while others consider it a branding technology.
Product placement is often used very intelligently. In films, for example, products are displayed where they normally would be in real life. Therefore, the audience is not bothered by such placement, and the placement of the product does not distract the consumer. The product is promoted and the consumer is happy.
Product Placement in films, for example, provides a limitless number of creative opportunities for advertisers to sell their products. As long as the directors and producers agree, there are thousands of opportunites for companies to sell their products. If a film is successful, these products not only will be seen millions of times on the screen, but will also be indented into the minds of all of those that see the film.
The goal of Product Placement is to shift the focus of the consumer for just a split second. If the star of a film uses the product, for example, then the product will get even more attention. This is one advantage of product placement in film.
It is known that celebrities can shape the tastes and preferences of the population. Psychologists have long noticed one thing: that consumers always wants to be like the movie characters that they see in films. Therefore, if the consumer can’t look the same or have the same personality as the star, then it is still possible to share something with them by having the same stylish glasses, the same brand of car, etc.
A series of American studies have shown that viewers get irritated when they cannot clearly see the name of the airline in a movie or the brand of watch a character wears, for example.
According to Gallup Media, movies and series will be one of the highest-rated programs on television. People prepare for their viewing and may even postpone all plans in adavnce. As Gallup’s per-second analysis shows, the rating of the ad block in the TV program is 40—60% lower than the rating of the program itself. When placing a product in a TV series or feature film, the viewer cannot avoid contact with the advertised product, since it is so strategically placed. Advertisers, who place their products in movies, are able to accurately determine the percentage of people who see the ad without the additional cost of expensive research and analysis. In short, the number of people who saw the product or service is equal to the number of people who watched the movie. This cannot be said about traditional advertising. Also, there are no expenses for coming up with the concept of the video, casting actors for it, and for the shooting itself.
If we consider the Russian market of Product Placement, at this stage it is much more profitable to place the product directly in the movie than to conduct open advertising. This is due to the fact that recently there has been an increase in prices for placing TV ads by an average of 30—40% annually. Considering that such price increases will be present for another 5—6 years, only very large manufacturers will remain on the TV advertising market.
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