Since the first goods began to be sold, people have been inventing the most sophisticated ways of persuasion and influence. Billions of dollars are spent on this, but the income from such research is many times greater than the necessary expenses.
Public advertising: preconditions for emergence
At first, 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 filled 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 be shown more and more often, and its duration became longer. Of course, the effectiveness of this method of promotion has decreased significantly.
The most enterprising companies have come up with a different way. They decided that they could talk about their product between the lines of a movie or TV program. Movie fans are known to aspire to be like their idols. They dress like them, eat the same food anddrink the same drinks. Hidden advertising helped to break through not into the memory of people, but into their consciousness. Thus, movie stars dressed in branded jeans, smoked cigarettes from the company that paid for it, and ate at restaurants with the appropriate sign.
Commensurability of the cost and effectiveness of hidden advertising
To show your logo in the film, you need to fork out a lot. 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 "after the fact", i.e. after the film's release. This is when marketers measure the increase in demand and evaluate the overall feasibility of using this type of advertising.
In most cases, hidden advertising in the cinema has a high rate of profitability and payback, especially when the film causes a stir among the public and becomes a box office. The cost of advertising in the cinema depends on the actors who are filming there, on the number of screenings and the degree of visibility.
Public advertising has become an effective analogue of simple commercials. Today, you can see a trend towards more and more filling of films with advertisements. 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 become obsolete. Then onto the marketing sceneother sophisticated methods of influencing human consciousness will come out, which, like hidden advertising, will lead a person to an unconscious desire to use goods 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, movie characters are shown with a huge number of cars, watches, pairs of shoes and other things.
