Gairių produktų demonstravimui lietuviškuose vaidybiniuose filmuose nustatymas

Abstract

Straipsnyje analizuojami produktų demonstravimo lietuviškuose vaidybiniuose filmuose planavimas ir taikymas bei, remiantis tyrimo rezultatais, pateikiamos šios priemonės naudojimo gairės – veiksmų planas. Lietuviškuose vaidybiniuose filmuose produktų demonstravimo atvejų nuolat daugėja, todėl tampa aktualu kalbėti apie šios priemonės naudojimo veiksmų planą, kuriuo vadovaudamasi bet kuri kompanija sėkmingai naudotųsi produktų demonstravimo teikiamais privalumais. Siekiant straipsnio tikslo, analizuojama mokslinė literatūra, susijusi su produktų demonstravimo taikymu vaidybiniuose filmuose. Tyrimo rezultate, taikant dedukcijos ir apibendrinimo metodus, išskiriamos produktų demonstravimo lietuviškuose vaidybiniuose filmuose daromos klaidos, pateikiami šios priemonės taikymo esminiai principai bei sukuriamas veiksmų planas efektyviam pardavimų skatinimo priemonės taikymui

Product placement in feature movies was developed as an alternative for traditional marketing means, when consumer started consciously to avoid and resist to any obvious advertisement. Product placement is used to increase brand visibility by creating positive associations or to increase sales of the product (Karrh et al., 2001). This method has some essential advantages over other marketing means (longer life-time, inevitability, increased attention of a consumer, natural presentation). Product placement in movies has become an increasing worldwide tendency, becoming an object of interest and exploitation not only for movie producers or separate companies but also for scientific researchers. Various authors present a basic overview of product placement in movies or conduct their research based on one aspect of this method, which is the evaluation of its effectiveness with respect to memorization of a product, stimulation of its sales together with evaluation of consumers’ attitude towards this method and its acceptance. An analysis of individual elements introduces lack of systematic order of aggregated information. Although some Lithuanian feature movies contain product placement, but it is followed by a number of employment mistakes. Authors of this article are of the opinion, that by creating a plan of actions for product placement in movies, Lithuanian movie making companies could fully exploit benefits of product placement in movies and avoid frequent mistakes. To this day such a plan was not proposed neither by Lithuanian author or foreign ones. The scientific problem analysed in the article is formulated as follows: how to plan and use product placement in Lithuanian movies, that it was done systematic. The object of the article is peculiarities of product placement in movies, and the aim is to determine guidelines for systematic planning and exploitation of product placement in Lithuanian movies. [...]