Since the first products began to be sold, people have invented the most sophisticated methods of persuasion and influence. Billions of dollars are spent on this, but the income from such research is many times higher than the necessary costs.
Hidden advertising: prerequisites for the emergence
At first, the advertising of goods aroused interest. It seemed funny and interesting. But more and more companies wanted to show their products to potential buyers through the media. As a result, everything became so flooded with advertising that it began to annoy people. The family could not calmly watch the film, due to the fact that it was constantly interrupted by advertising. Advertising on television began to show more and more, and its duration became more and more. Of course, the effectiveness of this method of promotion has significantly decreased.
The most entrepreneurial companies have come up with another way. They decided that they could talk about their product between the lines of a film or television program. It is known that movie fans tend to be like their idols. They dress like them, eat the same food, and drink the same drinks. Hidden advertising helped to break through not into people's memory, but into their consciousness. Thus, movie stars dressed in jeans of famous brands, smoked cigarettes of the company that paid for it, and ate in restaurants with the corresponding sign.
Comparability of cost and effectiveness of hidden advertising
To show your logo in the film, you need to substantially fork out. Such advertising is quite expensive, but how to measure its effectiveness? Hidden advertising in films, of course, lends itself to analysis, but not as detailed and detailed as other types of advertising. Basically, it declares its effectiveness “ex post”, i.e. after the release of the film for hire. That's when marketing specialists measure the increase in demand and evaluate the general expediency of using this type of advertising.
In most cases, hidden advertising in the cinema has a high rate of return and payback, especially when the film causes a stir among the public and becomes a box office. The cost of advertising in a movie depends on the actors who are filming there, on the number of impressions and the degree of visibility.
Hidden advertising has become an effective analogue of simple commercials. Today, one can see a tendency to more and more filling films with advertising. Producers are trying to regulate this flow by constantly raising prices, but we can conclude that in the near future this type of advertising will outlive itself. Then other sophisticated methods of influencing the human consciousness will come onto the marketing scene, which, like hidden advertising, will lead a person to an unconscious desire to use products of certain brands and brands.
Today, marketing is based not so much on economic laws as on psychological research. A person is literally forced to want what he does not need. For this reason, they show the heroes of films with a huge number of cars, watches, pairs of boots and other things.