Contents
- What is hidden advertising?
- Why is hidden advertising needed?
- Types and formats of hidden advertising
- Pros and cons of hidden advertising
- Legislation on hidden advertising
What is hidden advertising?
Hidden advertising is a marketing method that involves subtly presenting a product or brand logo. This form of advertising does not call for immediate purchase and is generally not perceived by the audience as advertising. It organically integrates into everyday life and can be found in various media formats: film, blogs, and even social media. Audiences often do not realize that they are being exposed to advertising, which makes this method particularly effective.
An example of hidden advertising can be found in the movie "Man of Steel," where the main character uses a Nokia smartphone. This creates an association with the product in viewers' minds, and when they see it in a store, they might think: "I’ve seen this product somewhere before." Thus, hidden advertising builds brand memory and contributes to its recognition.
Why is hidden advertising needed?
When organizing a hidden advertising campaign, the key goal is to achieve maximum audience reach. It is important for as many people as possible to notice the product or logo. Hidden advertising can effectively solve several tasks:
- Increase in sales volume;
- Enhancement of brand recognition and loyalty;
- Formation of demand for the product;
- Creation of a positive brand image.
For example, Apple prohibits its devices from being used by negative characters in films to avoid negative associations with the brand. This underscores the importance for the company of maintaining a positive image.
Types and formats of hidden advertising
Product Placement
Product Placement is a form of hidden advertising that involves placing products within artistic works such as films, series, music videos, and games. This method allows for the creation of an emotional connection between the product and the audience. For instance, Aston Martin cars first appeared in James Bond films, and their popularity continues to grow to this day.
Ambassadorship
In the framework of ambassadorship, celebrities sign contracts committing to wear only specific brands for an agreed period. For example, actress Margot Robbie appeared on red carpets for four years only in outfits from Chanel. Ambassadors can also share information about the brand and its products through social media and other media.
Reviews
Reviews are videos or written materials where independent experts evaluate the characteristics of a product. It is important for such reviews to contain both positive and negative aspects of the product. There are several ways to place a review, including creating independent materials or collaborating with bloggers.
Comments and feedback
Posting comments and feedback online is a popular method of reputation management. They can help nudge the user toward a purchase and increase trust in the brand. Recommendations from friends and acquaintances create a positive impression of the product.
Pros and cons of hidden advertising
Hidden advertising has many advantages. It does not provoke negative reactions from consumers and is accessible to businesses of any size. However, this method also has its drawbacks, such as:
- Difficulty in measuring effectiveness — results are hard to quantify since they may be influenced by other factors;
- Complexity of implementation — careful planning of format and content is necessary;
- Risk of exposure — viewers may realize that it is advertising, which could affect their perception.
Legislation on hidden advertising
In Russia, hidden advertising is regulated by law, which stipulates that advertising must be recognizable. The law permits Product Placement if it fits organically into the context of the work. However, there are restrictions for certain products, and companies using hidden advertising may face legal consequences.
For example, in Latvia, a television channel was fined for featuring a Samsung phone in a news broadcast, highlighting the importance of complying with legislation. In online media and among bloggers, the rules are simpler: if the advertising is paid, it must be appropriately marked.