Product placement как альтернатива прямой рекламе на ТВ

13-08-08 | категория: Product Placement |



Как отмечают представители украинских продакнш-компаний, наиболее активными заказчиками product placement среди торговых марок являются Nemiroff, «Клинков», Volkswagen, Nokia, Beeline и «Союз-Виктан». Кроме того, это один из возможных путей финансирования кинопродукции, за счет которого кинопроизводителям порой удается компенсировать около 50% бюджета картины.

Как отмечает представитель одной из водочных компаний, если вы потратите $10-20 тыс. на то, что ваша продукция мелькнет в двух фильмах, то этого может никто не заметить и деньги будут потрачены впустую. «Рroduct placement имеет смысл, когда эта стратегия реализуется на протяжении многих лет, только тогда она становится заметной, поскольку это косвенная реклама — не прямая»,— считает он. По словам эксперта, стоимость зависит от материала, где вы размещаетесь. «Сериал в прайм-тайм с миллионной аудиторией или фильм, который выходит в прокат»,— говорит он.

По его словам, сейчас все больше компаний начинают проявлять интерес к product placement, и продюсеры поднимают цены. Однако пока продюсеры бегают за производителями, а не наоборот, потому что этот вид рекламы у нас не так широко распространен, как в Голливуде, например. «Мы отказываемся от тех предложений, где сцены, в которых должен использоваться наш продукт, имеют элементы насилия. Ассоциация имеет большое значение»,— отмечает эксперт.

У торговой марки «Союз-Виктан» большой опыт работы в этом направлении. Рroduct placement компания начала использовать еще в начале 2000-х гг., поскольку считает, что такая форма рекламы вселяет большое доверие, т.к. является органичной частью художественного фильма. «Основное внимание мы сосредоточили на художественных лентах, которые выходят в прокат, и новомодных мюзиклах»,— рассказывает бренд-менеджер торговой марки «Союз-Виктан» Татьяна Меджитова. Из последних проектов, где присутствовала торговая марка «Союз-Виктан», мюзиклы «За двома зайцями», «Три мушкетера», фильмы «Параграф 78», «Дикари».

По словам Татьяны Меджитовой, диапазон цен на product placement в Украине составляет от $20 тыс. до $200 тыс. за сцену. «За границей эта сумма может увеличиваться до $1-1,5 млн.»,— говорит она.

По ее мнению, безусловно, product placement в какой-то мере можно рассматривать как альтернативу прямой рекламе на ТВ. «Аудитория художественных фильмов является четко очерченной — исходя из жанра фильма, его сюжета, мы можем прогнозировать, кто именно эту ленту просмотрит»,— говорит бренд-менеджер. Она считает, что реклама торговой марки демонстрируется в контексте каких-то событий, вселяя таким образом больше доверия, чем демонстрация ролика в рекламном блоке.

А вот «Хортицу» можно чаще увидеть в новогодних мюзиклах. Как отмечают в компании, в маркетинговых бюджетах ТМ «Хортиця» доля product placement, как правило, невелика.

«Это продиктовано тем, что product placement как маркетинговый инструмент не является ключевым для нашего бренда»,— объясняет директор по маркетингу ЛВЗ «Хортиця» Николай Шрам. По его словам, компания ежегодно рассматривает массу предложений по product placement, однако зачастую маркетинговый эффект многих из них не оправдывает предполагаемых затрат. Ежегодная медиа-инфляция вносит свои коррективы и в расценки на product placement. «За год в Украине происходит удорожание медиа-контента в среднем на 30%»,— отмечает Николай Шрам.

А вот неоспоримый лидер по появлению в кадре компания Nemiroff product placement, по ее заверениям, совсем не занимается. Появления торговой марки на экранах компания объясняет правдивостью отражения действительности и расстановкой сил на рынке. «В современных российских и украинских фильмах появления нашей водки в кадре — это отражение действительности, потому что в таких объемах производства и продаж, которые мы демонстрируем, естественно, что люди пьют эту водку»,— говорят в компании.

Рroduct placement у нас нет, но за него платят

Генеральный продюсер продакшн-компании StarMedia Юрий Минзянов считает, что в нашей стране понятия product placement как такового нет, потому что нет налаженного производства прокатного кино, а в телевизионном, он уверяет, его использование просто запрещено.

«По моему опыту, product placement — это всегда долгие переговоры, которые ведутся вплоть до самого съемочного процесса,— комментирует Юрий Минзянов,— или бывают случаи, когда рекламодатель настаивает на агрессивном присутствии своего товара в картине, что противоречит художественному замыслу и образам. Как правило, в этих случаях режиссер противится и возникает конфликт».

Господин Минзянов отметил также, что product placement применим чаще всего к картинам комедийно-романтического жанра: «Если это тонкое художественное произведение, какое-нибудь фестивальное кино, тонкая мелодрама или драма с высокими чувствами, то в этих случаях продюсеры отказываются от такого вида рекламы».

Генеральный директор Inter Media Production и кинопродюсер Егор Бенкендорф считает, что в product placement все зависит от рекламируемого продукта и от качества появления его в кино. В целом же преимущественная часть продакшн-компаний при телеканалах предпочитает отказываться от РР, так как он может значительно помешать продаже кинопродукта в другие страны. По мнению господина Бенкендорфа, качественно интерьированный product placement не вызывает негативного впечатления ни у зрителя, ни у ТВ, которое его покупает. «Если это уровневый продукт и он хорошо вшит в сюжет фильма/сериала, то к нему очень трудно прицепиться,— говорит Егор Бенкендорф.— В целом же, если это хороший продукт,— то он примется хорошо, если плохой продукт, но приносит хорошие деньги,— то тоже хорошо. Если же продукт плохой и не приносит деньги,— то просто отвратительно».

Расценки на product placement зависят от многих факторов. В частности, от времени, от товара/услуги, фигурирующих в кадре, от вида нахождения его в фильме/сериале, теле- или радиопередаче (визуальное, вербальное или динамичное). ТВ-фильм — 3 сек., $10 тыс.-$50 тыс. Прокатный — 3 сек., от $100 тыс. и выше.

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