首页
登录
职称英语
•You will hear part of an interview between head of Leo Burnett Entertainment an
•You will hear part of an interview between head of Leo Burnett Entertainment an
游客
2025-06-02
26
管理
问题
•You will hear part of an interview between head of Leo Burnett Entertainment and an interviewer.
•For each question 23—30, mark one letter A, B or C for the correct answer.
•You will hear the recording twice. [br] Which of the following is not mentioned for successful integration of product placement within the film’s storyline?
F: What kind of finances can film producers expect by associating with brands?
M:Right now, companies are willing to pay amounts ranging between $120,000 and$1,200,000 for placing their brands in films, but it depends on the budget of the film. Big-budget films with big stars can expect more. The size of this advertising is expected to grow nearly 100 percent in the next two to five years as more and more companies get attracted to this kind of advertising.
F: What are the advantages of in-film advertising to producers and advertisers?
M:Advertisers are able to get big stars at a fraction of the costs they would normally shell out for an exclusive tie-up. Films are not subject to surfing, zipping or muting (unlike in TV and other media). Films appeal to emotions and scenes in films catch people off-guard unlike an advertisement, which catches the audience in a cold-evaluating mood. Films transcend geography, class and cultural barriers and catch people in a receptive mood. And films are target-specific.
F: How can films and brands connect?
M: A film-viewer has a short attention span. The best way to deliver the message is to catch the viewer off-guard when his rational defence is down. Appealing to viewers’ emotions is better than appealing to their rational thought. The rational gate examines the advantages, benefits and features, and seeks value for money; the emotional gate is all about trust, love, identification and belief. Films operate at the emotional level. Placing a product in a film is catching the viewer at an emotional level when he can connect with the brand. There can be synergies between brands and films. The successful integration of product placement within the film’s storyline has a long history- the first example being the yellow Rajdhoot bike used in Raj Kapoor’s Bobby. Hollywood also leveraged brands such as BMW (Bond movies), Jaguar, Ford, Ray Ban (Tom Cruise in Risky Business and Mission Impossible), Starbucks coffee, AOL and AT &T.
F:Song-and-dance sequences invariably feature an ad in the background but most people don’t recall such scenes in detail. What is the advantage of the advertisement then? M: It is true that ads have to be carefully placed in a film and one had placement can do more damage than 10 good placements. Artistic integrity is crucial for successful brand placements and the operation has to be woven into the script. Sometimes, unreasonable clients demand more footage although research has shown that a two-minute clip can effectively deliver a message in a credible manner. The placement should be woven into the fabric of the film and shouldn’t be contrived and unnatural.
F: Do such placements result in tangible benefits to the products advertised?
M: In the recently placed ad for Castrol engine oil in film Chalte Chalte, the makers of the engine have reported tangibly increased sales of the oil after the film’s release. The product seems to have connected on an emotional level with truck fleet drivers and owners. Ray Ban also benefited by its association with film Men in Black.
选项
A、Yellow Rajdhoot bike used in Raj Kapoor’s Bobby.
B、BMW (Bond movies).
C、Bens.
答案
C
解析
转载请注明原文地址:http://tihaiku.com/zcyy/4101690.html
相关试题推荐
•YouwillhearpartofaninterviewbetweenaHumanResourcesManagerofacompa
•YouwillhearpartofaninterviewbetweenaHumanResourcesManagerofacompa
•YouwillhearpartofaninterviewbetweenaHumanResourcesManagerofacompa
•YouwillhearpartofaninterviewbetweenaHumanResourcesManagerofacompa
•YouwillhearpartofaninterviewbetweenaHumanResourcesManagerofacompa
•YouwillhearpartofaninterviewbetweenheadofLeoBurnettEntertainmentan
•YouwillhearpartofaninterviewbetweenheadofLeoBurnettEntertainmentan
•YouwillhearpartofaninterviewbetweenheadofLeoBurnettEntertainmentan
•Youwillhearfivedifferentpeoplegivinganinterview.•Foreachextractther
•YouwillhearpartofaconversationbetweenaninterviewerandAndrewGrove,
随机试题
DearSir,Muchtomyregret,Iwritethislettertocomplainaboutyourcomp
How’sthisforunintendedconsequences?Someofthebiggestbeneficiaries(受
下面不属于常用的金属管材的是()。A.无缝钢管 B.PVC管 C.焊接钢管
能治蛔虫病和蛲虫病的是A.车前子 B.猪苓 C.木通 D.茯苓 E.萹蓄
急性胰腺炎的局部并发症有那些?
教师应该按照一些家长的要求,减少游戏活动,加强读、写、算的教学。( )
电子围栏无法向调控中心传送报警信号,检修策略为()清理积污或更换$;$更换部
根据《建筑基坑支护技术规程》(JGJ120—2012),下列哪些选项的内容在基
全国银行间市场质押式回购成交合同内容一般包括()。A:成交日期、交易员姓名、正回
公路工程合同体系中处于的核心位置的是()。A.业主 B.承包人 C.监理人
最新回复
(
0
)