1, the media environment is complex, and the advertising cost increases, which makes the advertising benefit decline. Taking the situation of domestic TV media as an example, from 32 TV stations in 1978 to more than 330 TV stations and more than 2,200 TV channels in 2002, the sharp increase in the broadcast time of TV channels and programs has accelerated the differentiation of audiences. In addition, the profit model of TV media is single, and more than 90% of the income comes from advertising. All TV channels maintain revenue growth by increasing advertising time. The advertising environment is becoming more and more complex, the environmental noise is getting louder and louder, and the advertising contact rate is seriously declining, which has formed a situation of advertising congestion. Therefore, advertisers urgently need to find new high-quality communication channels.
2. Adapted to the complexity of the media environment, under the bombardment of advertisements, the audience shows more and more obvious centrifugal tendency and rebellious psychology, full of distrust of advertisements, and more and more numb and indifferent to various marketing information. The specific performance is to avoid and not pay attention to advertisements. Television even shows a tendency of "accompanying" similar to radio, and newspapers appear "reading the newspaper halfway". On the one hand, online advertising does not play its "interactive" characteristics, on the other hand, it is hindered by technology and habits, which makes a large number of advertising media wasted. Losing the coercive power and attraction of advertising leads to the effective contact between brands and consumers relying on bombing, which in turn intensifies the rejection and avoidance of the audience again, forming a vicious circle.
Pay TV is undoubtedly an important topic in the media industry in recent years. The mass media almost unanimously stated that "the programs transmitted by the pay channels have no advertisements". In fact, as long as the motive force of advertising exists, advertising will not disappear on the screen: on the one hand, advertisers will not easily give up TV media, the information channel with the widest audience and the most vivid mode of communication; On the other hand, TV media will not easily give up more than 20 billion advertising revenue every year. The so-called change is just that advertising will change from "dominant" to "recessive". It can be assumed that if pay TV can really become the mainstream of the TV industry, product placement will be popular.
3. Besides the media, the prevalence of product placement also has the reasons of brand management. On the one hand, the continuous increase of advertising investment can not enhance brand value in the same proportion; In addition, mature brands need reminders to maintain product sales and brand vitality, but rigid brand image advertisements are difficult to continuously stimulate consumers' enthusiasm, and continuous advertising may cause consumers' numbness, brand association lacks effective renewal, and brands are easily regarded as "old brands" and lose young consumer groups.
CCTV Spring Festival Gala has unfortunately become the fuse for people all over the country to denounce "product placement". After the SARFT issued a series of measures in time, product placement seems to have entered a relatively calm period. As a new thing in Chinese mainland, the rise of product placement certainly has its reasons. On the one hand, the attraction of hard advertisements to the audience is getting weaker and weaker; On the other hand, because soft advertising, that is, product placement, is embedded in the plot, the audience has to accept it, forcing the audience to remember the brand in a certain situation, and the efficient advertising effect leads advertisers to flock to this form. Although most of the product placement advertisements in China are suspected of copying mechanically at present, due to the continuous policy squeeze of the SARFT on TV advertising time, product placement advertising marketing is bound to become another breakthrough for TV stations to obtain income. Advertising is the economic lifeline of TV stations. Without advertisements, any wonderful program or film and television drama will lose its broadcasting foundation. At the critical moment when hard advertisements are compressed, product placement is another lifeline for TV stations. Therefore, the audience is invited to give a certain understanding of the product placement behavior of TV stations. From the audience's point of view, no audience wants to be disturbed by advertisements when they see their favorite programs, especially unreasonable advertising plots. Therefore, I hope that the media must think carefully when placing advertisements and give the audience a clean screen. Only by truly understanding each other between the audience and the media can we provide more soil and space for the survival of product placement and make the road of media marketing in China move forward healthily …