The matrix of the product placement instruments selection for the marketing activities of enterprises

Abstract

The approaches to the understanding of the product placement are described, leading to the conclusion that it is expedient to construct a matrix of instruments choice for the product placement in the enterprises activities. It has been determined that the product placement is most common in movies and series where the impression performance is the highest. The purpose of the work is to construct a matrix of instruments choice for the product placement in the marketing activities of enterprises. It is established that when constructing a matrix of tools choice for the product placement in the marketing activities of enterprises a number tasks should be taken into account (popularization, hunting for consumer reminders, suggestion of sentiments, ideas of beliefs manipulation, self-affirmation) and types of placement (product, logo, image, idea, or their combination, country or region). The main criterion for the effectiveness of a product placement is the effectiveness of impressions, which is measured with the actions of potential consumers.
It has been established that the product placement is widespread in the world, and it is increasingly used in business as a tool for promoting sales, promoting its product or brand, hunting for consumers, reminding of the benefits of a product or brand, forming the image of the person using it, inducing mood and ideas, manipulating the consciousness and convictions of the target group, laying the foundations for self-affirmation and self-realization through the use of products or services. In Ukraine, the product placement is developing. However, it is mainly used in television shows, news, TV shows. Domestic film production is still in its infancy, so this instrument has somewhat limited use. It is noted that despite the high cost, the use of the item placement exceeds the cost by 5 times. The matrix of the tool selection is constructed according to the task and efficiency. The matrix contains tools that can be ranked for increasing the efficiency of repetitions on a visual image, not related to the episode, a visual image associated with the episode and the verbal memory of the brand, a specially prescribed scene. If using popularization or hunting for a consumer, then a tool is recommended for the product item placement, such as product placement, logo with and without phrases and / or audio accompaniment. When reminded, the placement of the logo is used, with the suggestion of sentiment and ideas – the placement of a logo, an idea, an image, with manipulation – the placement of an idea, in the belief and self-affirmation, the placement of a country or a region.