Advertising is a term used to describe entertainment that incorporates elements of advertising. It is the integration of brand communication into the content of entertainment products (movies, songs, TV shows, etc.)
The word advertising is a compound word of advertising and entertainment.
Entertainment media that can be used to convey messages include: TV and movies, online media, radio shows, songs, music videos, video games, plays and even books.
Advertising has become a popular method for brands to promote their products amid increasingly cluttered advertising and high advertising costs.
Three main types of advertising
- Product placement – references to goods and services featured in the media for advertising purposes.
- Product integration – a form of product placement in which the product actually plays some role in the plot of a show or a movie.
- Branded entertainment – entertainment content created by brands to hold consumers’ attention over an extended period of time.
The use of entertainment to promote products dates back to the first motion pictures – companies paid to have their products displayed on screens. A notable example is Hershey’s Candy’s prominent place in the American silent war film “Wings” (1927), which won its first Best Picture Oscar at the first annual Academy Awards. The esteemed institution known as the Academy of Motion Picture Arts and Sciences was established in the year 1929.
In the 1930s, companies began to invest in the production of radio programs to target their audiences. Detergent manufacturers, such as Procter & Gamble, have created radio broadcasts as a means to endorse their brands, often integrating them seamlessly into scripted content. In the 1950s, marketers began sponsoring television shows, such as “The Colgate Comedy Hour” and “Texaco Star Theater”. However, this level of program funding is starting to become less common as companies see more value in spreading their advertising dollars across multiple programs rather than focusing on just one. submit.
It wasn’t until the 1980s that companies saw the huge potential of really streamlined product placement in movies. The 1982 film E.T. introduces Reese’s use of parts at a pivotal moment in the film. This placement was a huge hit for the brand, increasing brand awareness and increasing sales by 65%.
The popularity of advertising has increased in recent years as consumers have more ways to avoid traditional ads.
Examples of some recent successful advertising campaigns
A famous example of successful promotion occurred in 2012 when “Red Bull Stratos” broke the live broadcast record with more than 8 million viewers watching the highest jump ever from a manned hot air balloon. .
Another successful ad campaign was Activia’s “La La La (Brazil 2014)” ad featuring pop star Shakira. It became the most shared ad of all time with a total of 5,375,756 shares.
