{"id":11071,"date":"2024-08-05T15:40:07","date_gmt":"2024-08-05T13:40:07","guid":{"rendered":"https:\/\/wenet.pl\/blog\/?p=11071"},"modified":"2024-08-05T15:40:10","modified_gmt":"2024-08-05T13:40:10","slug":"product-placement-jak-wykorzystac-lokowanie-produktu-w-marketingu","status":"publish","type":"post","link":"https:\/\/wenet.pl\/blog\/product-placement-jak-wykorzystac-lokowanie-produktu-w-marketingu\/","title":{"rendered":"Product placement \u2013 jak wykorzysta\u0107 lokowanie produktu w marketingu?"},"content":{"rendered":"\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1080\" height=\"720\" data-src=\"https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2024\/08\/product_placement.jpg\" alt=\"product placement co to jest\" class=\"wp-image-11072 colorbox-11071 lazyload\" data-srcset=\"https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2024\/08\/product_placement.jpg 1080w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2024\/08\/product_placement-450x300.jpg 450w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2024\/08\/product_placement-200x133.jpg 200w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2024\/08\/product_placement-768x512.jpg 768w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2024\/08\/product_placement-696x464.jpg 696w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2024\/08\/product_placement-1068x712.jpg 1068w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2024\/08\/product_placement-630x420.jpg 630w\" data-sizes=\"(max-width: 1080px) 100vw, 1080px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1080px; --smush-placeholder-aspect-ratio: 1080\/720;\" \/><\/figure>\n\n\n\n<p><strong>Wyobra\u017a sobie, \u017ce ogl\u0105dasz ulubiony film, a bohaterowie korzystaj\u0105 z us\u0142ug lub towar\u00f3w, kt\u00f3re doskonale wpasowuj\u0105 si\u0119 w fabu\u0142\u0119 i kontekst. To nie przypadek \u2013 to dzia\u0142anie znane jako product placement. Strategia lokowania produktu cieszy si\u0119 du\u017c\u0105 popularno\u015bci\u0105 dzi\u0119ki swojej zdolno\u015bci do \u0142\u0105czenia marek z tre\u015bciami rozrywkowymi w spos\u00f3b, kt\u00f3ry jest zar\u00f3wno subtelny, jak i skuteczny. Dzi\u015b odkryj\u0119 przed Tob\u0105 specyfik\u0119 lokowania produktu oraz wyja\u015bni\u0119, jak to narz\u0119dzie promocyjne mo\u017ce przekszta\u0142ci\u0107 to, w jaki firmy komunikuj\u0105 si\u0119 z odbiorcami. Przeczytaj i przekonaj si\u0119 ju\u017c teraz!<\/strong><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-white ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Spis tre\u015bci<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Prze\u0142\u0105cznik Spisu Tre\u015bci\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #0a0a0a;color:#0a0a0a\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #0a0a0a;color:#0a0a0a\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/wenet.pl\/blog\/product-placement-jak-wykorzystac-lokowanie-produktu-w-marketingu\/#Jak_dziala_product_placement\" >Jak dzia\u0142a product placement?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/wenet.pl\/blog\/product-placement-jak-wykorzystac-lokowanie-produktu-w-marketingu\/#Co_to_jest_lokowanie_produktu\" >Co to jest lokowanie produktu?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/wenet.pl\/blog\/product-placement-jak-wykorzystac-lokowanie-produktu-w-marketingu\/#Historia_strategii\" >Historia strategii<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/wenet.pl\/blog\/product-placement-jak-wykorzystac-lokowanie-produktu-w-marketingu\/#Marketing_lokowania_produktu\" >Marketing lokowania produktu<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/wenet.pl\/blog\/product-placement-jak-wykorzystac-lokowanie-produktu-w-marketingu\/#Jakie_sa_korzysci_z_lokowania_konkretnego_produktu\" >Jakie s\u0105 korzy\u015bci z lokowania konkretnego produktu?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/wenet.pl\/blog\/product-placement-jak-wykorzystac-lokowanie-produktu-w-marketingu\/#Przyklady_lokowania_marki_lub_produktu\" >Przyk\u0142ady lokowania marki lub produktu<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/wenet.pl\/blog\/product-placement-jak-wykorzystac-lokowanie-produktu-w-marketingu\/#Skuteczne_lokowanie_produktu_%E2%80%93_najlepsze_praktyki_product_placement\" >Skuteczne lokowanie produktu \u2013 najlepsze praktyki product placement<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Jak_dziala_product_placement\"><\/span>Jak dzia\u0142a product placement?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Co_to_jest_lokowanie_produktu\"><\/span>Co to jest lokowanie produktu?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Kiedy marki s\u0105 wplecione w fabu\u0142\u0119 film\u00f3w, seriali, gier czy muzyki, nie tylko przyci\u0105gaj\u0105 uwag\u0119 odbiorc\u00f3w, ale tak\u017ce buduj\u0105 swoj\u0105 obecno\u015b\u0107 w spos\u00f3b, kt\u00f3ry jest mniej nachalny i bardziej organiczny.<\/p>\n\n\n\n<p>Na tym za\u0142o\u017ceniu opiera si\u0119 w\u0142a\u015bnie product placement, czyli strategia marketingowa polegaj\u0105ca na umieszczaniu produkt\u00f3w lub us\u0142ug w kontek\u015bcie innych tre\u015bci. <strong>Celem takiego dzia\u0142ania jest wykorzystanie emocji i zainteresowania widz\u00f3w dan\u0105 produkcj\u0105 do zwi\u0119kszania \u015bwiadomo\u015bci marki<\/strong>. Lokowanie mo\u017ce mie\u0107 r\u00f3\u017cne formy \u2013 od subtelnego umieszczenia przedmiotu w tle sceny, po bardziej bezpo\u015brednie pokazywanie go przez bohater\u00f3w.<\/p>\n\n\n\n<p>Metody lokowania produktu s\u0105 zar\u00f3wno p\u0142atne, jak i niep\u0142atne, co oznacza, \u017ce czasami przedmioty s\u0105 umieszczane w mediach za darmo lub w zamian za inne korzy\u015bci, takie jak wsp\u00f3\u0142praca czy promocja.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Historia_strategii\"><\/span>Historia strategii<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Skoro znasz ju\u017c definicj\u0119 lokowania produktu, to warto jeszcze wspomnie\u0107 o historii tej strategii. <\/p>\n\n\n\n<p>Ot\u00f3\u017c ma ona swoje korzenie w Stanach Zjednoczonych, a jej pocz\u0105tki si\u0119gaj\u0105 lat 20. XX wieku, kiedy to nast\u0105pi\u0142 gwa\u0142towny rozw\u00f3j stacji radiowych. W\u00f3wczas niekt\u00f3re marki zacz\u0119\u0142y odp\u0142atnie wprowadza\u0107 swoje produkty do audycji.<\/p>\n\n\n\n<p>Du\u017cym zainteresowaniem tego rodzaju kryptoreklamy cieszy\u0142y si\u0119 w\u015br\u00f3d koncern\u00f3w tytoniowych. Powstanie nowego medium oraz p\u00f3\u017aniejszy zakaz telewizyjnych reklam produkt\u00f3w tytoniowych sprawi\u0142, \u017ce to w\u0142a\u015bnie papierosy okaza\u0142y si\u0119 najch\u0119tniej lokowanym towarem \u2013 szczeg\u00f3lnie w latach 40. i 50.<\/p>\n\n\n\n<p>Wyj\u0105tkowo nara\u017ceni na product placement byli fani oper mydlanych. Dzisiaj ta strategia stosowana jest powszechnie nie tylko w filmach i serialach, ale r\u00f3wnie\u017c w programach rozrywkowych, audycjach \u015bniadaniowych, blogach, vlogach oraz innych formach wideo w Internecie.<\/p>\n\n\n\n<p>Warto jeszcze wspomnie\u0107, \u017ce z up\u0142ywem lat zacz\u0119to rozmawia\u0107 o prawnych aspektach lokowania produktu. Jakie przepisy prawne reguluj\u0105 obecnie tworzenie tego typu reklamy w Polsce? Jest to nowelizacja\u00a0ustawy o radiofonii i telewizji, kt\u00f3ra nak\u0142ada na reklamodawc\u0119 obowi\u0105zek mi\u0119dzy innymi poinformowania widza, \u017ce w danej produkcji wykorzystano produkt reklamowanej marki.<\/p>\n\n\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-81ecea7f-bbdd-429e-a7f6-087d54e2346d\"><span class=\"hs-cta-node hs-cta-81ecea7f-bbdd-429e-a7f6-087d54e2346d\" id=\"hs-cta-81ecea7f-bbdd-429e-a7f6-087d54e2346d\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/81ecea7f-bbdd-429e-a7f6-087d54e2346d\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img colorbox-11071 lazyload\" id=\"hs-cta-img-81ecea7f-bbdd-429e-a7f6-087d54e2346d\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/81ecea7f-bbdd-429e-a7f6-087d54e2346d.png\"  alt=\"marketing_lokalny_v2\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '81ecea7f-bbdd-429e-a7f6-087d54e2346d', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Marketing_lokowania_produktu\"><\/span>Marketing lokowania produktu<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Jednym z g\u0142\u00f3wnych za\u0142o\u017ce\u0144 product placement jest to, \u017ce reklama nie powinna przerywa\u0107 naturalnego przep\u0142ywu tre\u015bci, lecz by\u0107 jej integraln\u0105 cz\u0119\u015bci\u0105. W ten spos\u00f3b widzowie nie odbieraj\u0105 jej jako nachalnej i nie maj\u0105 wra\u017cenia, \u017ce s\u0105 zmuszani do ogl\u0105dania czego\u015b, czego nie chc\u0105. Dzi\u0119ki temu staj\u0105 si\u0119 bardziej sk\u0142onni do zapami\u0119tania prezentowanego brandu i b\u0119d\u0105 pozytywnie go kojarzy\u0107.<\/p>\n\n\n\n<p><strong>Lokowanie marki czy produktu ma r\u00f3wnie\u017c znamiona marketingu szeptanego<\/strong>, poniewa\u017c polega na wprowadzaniu biznesu do \u015bwiadomo\u015bci odbiorc\u00f3w poprzez naturalne sytuacje i konteksty. W ten spos\u00f3b widzowie maj\u0105 wra\u017cenie, \u017ce odkrywaj\u0105 dany towar lub us\u0142ug\u0119 sami, a nie s\u0105 do tego zmuszani przez reklamodawc\u00f3w. Dzi\u0119ki temu postrzeganie marki staje si\u0119 bardziej autentyczne.<\/p>\n\n\n\n<p>Subtelne lokowanie produktu jako reklama natywna jest odpowiedzi\u0105 na zjawisko okre\u015blane jako \u015blepota banerowa. Polega ono na tym, \u017ce u\u017cytkownicy medi\u00f3w staj\u0105 si\u0119 coraz mniej wra\u017cliwi na tradycyjne formy promocji, takie jak banery czy reklamy wideo. Ze wzgl\u0119du na ich nachalno\u015b\u0107 i cz\u0119stotliwo\u015b\u0107, odbiorcy zacz\u0119li je ignorowa\u0107 lub blokowa\u0107 za pomoc\u0105 specjalnych narz\u0119dzi. Kryptoreklama w postaci dyskretnego lokowania produktu okazuje si\u0119 skutecznym rozwi\u0105zaniem tego problemu, poniewa\u017c pozwala na dotarcie do odbiorc\u00f3w w spos\u00f3b mniej inwazyjny i bardziej przekonuj\u0105cy.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Jakie_sa_korzysci_z_lokowania_konkretnego_produktu\"><\/span>Jakie s\u0105 korzy\u015bci z lokowania konkretnego produktu?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Kampanie lokowania produktu umo\u017cliwiaj\u0105 dotarcie do szerokiej grupy odbiorc\u00f3w bez konieczno\u015bci inwestowania w bardziej kosztowne strategie promocyjne.<\/p>\n\n\n\n<p>Ponadto, product placement pozwala na budowanie \u015bwiadomo\u015bci marki w spos\u00f3b naturalny i subtelny, nie narzucaj\u0105c si\u0119 widzom tak jak tradycyjna reklama. W efekcie widzowie s\u0105 mniej odporni na takie przekazy i cz\u0119\u015bciej decyduj\u0105 si\u0119 na zakup promowanego towaru. Umiej\u0119tne wykorzystanie potencja\u0142u tego rodzaju kryptoreklamy mo\u017ce wp\u0142yn\u0105\u0107 na zwi\u0119kszenie lojalno\u015bci klient\u00f3w oraz wzmocnienie pozytywnego wizerunku marki.<\/p>\n\n\n\n<p>Wielu ekspert\u00f3w podkre\u015bla, \u017ce<strong> jest to r\u00f3wnie\u017c spos\u00f3b na walk\u0119 ze \u015blepot\u0105 banerow\u0105<\/strong>. Specyfika lokowania produktu sprawia, \u017ce mo\u017cesz trafi\u0107 do konkretnej grupy docelowej, kt\u00f3rej zainteresowania s\u0105 zgodne z tre\u015bciami, w kt\u00f3rych produkt jest umieszczony. A potencjalny klient nie jest do ko\u0144ca \u015bwiadomy, \u017ce ma do czynienia z reklam\u0105.<\/p>\n\n\n\n<p>Mimo wielu zalet product placement ma r\u00f3wnie\u017c swoje wady. Przede wszystkim, jest to strategia trudna do zmierzenia. Nie zawsze \u0142atwo jest okre\u015bli\u0107, czy widzowie zauwa\u017cyli dany produkt i czy wp\u0142yn\u0119\u0142o to na ich decyzje zakupowe. Ponadto, nieodpowiednie zaprezentowanie produktu reklamowanej marki mo\u017ce wywo\u0142a\u0107 negatywne skojarzenia z brandem, je\u015bli widzowie poczuj\u0105 si\u0119 oszukani lub zirytowani nachaln\u0105 promocj\u0105.<\/p>\n\n\n\n<p>Warto r\u00f3wnie\u017c doda\u0107, \u017ce r\u00f3\u017cne rodzaje lokowania produktu mog\u0105 by\u0107 mniej skuteczne w przypadku firm o niskiej rozpoznawalno\u015bci, gdy\u017c widzowie mog\u0105 nie zwr\u00f3ci\u0107 uwagi na nieznany towar lub us\u0142ug\u0119.<\/p>\n\n\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-2e78c642-e432-4a69-aeb2-7ae664918362\"><span class=\"hs-cta-node hs-cta-2e78c642-e432-4a69-aeb2-7ae664918362\" id=\"hs-cta-2e78c642-e432-4a69-aeb2-7ae664918362\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/2e78c642-e432-4a69-aeb2-7ae664918362\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img colorbox-11071 lazyload\" id=\"hs-cta-img-2e78c642-e432-4a69-aeb2-7ae664918362\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/2e78c642-e432-4a69-aeb2-7ae664918362.png\"  alt=\"Zapisz si\u0119 na newsletter. Dostaniesz e-book w prezencie &gt;&gt;&gt;\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '2e78c642-e432-4a69-aeb2-7ae664918362', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Przyklady_lokowania_marki_lub_produktu\"><\/span>Przyk\u0142ady lokowania marki lub produktu<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Chcesz zobaczy\u0107 mniej lub bardziej skuteczne lokowanie w praktyce? Sp\u00f3jrz na to, jak to robi\u0105 najwi\u0119ksi w bran\u017cy!<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>\u201eTop Gun\u201d, okulary i wojsko<\/strong><\/li>\n<\/ol>\n\n\n\n<p>Przyk\u0142ad udanego lokowania produktu mo\u017cemy zobaczy\u0107 w filmie \u201eTop Gun\u201d, gdzie okulary przeciws\u0142oneczne sta\u0142y si\u0119 jednym z kluczowych element\u00f3w wizerunku g\u0142\u00f3wnego bohatera Mavericka. Ray-Ban Aviator noszone przez pilota my\u015bliwca, zyska\u0142y na popularno\u015bci i sta\u0142y si\u0119 symbolem stylu lat 80. W rezultacie sprzeda\u017c tego modelu okular\u00f3w wzros\u0142a znacz\u0105co. Jednak nie tylko ona \u2013 produkcja powsta\u0142a bowiem we wsp\u00f3\u0142pracy z Pentagonem i mia\u0142a promowa\u0107 ameryka\u0144skie wojsko. Czy si\u0119 uda\u0142o? Wed\u0142ug r\u00f3\u017cnych przekaz\u00f3w zainteresowanie s\u0142u\u017cb\u0105 w marynarce wzros\u0142o w tym czasie 5-krotnie.<\/p>\n\n\n\n<ol start=\"2\" class=\"wp-block-list\">\n<li><strong>James Bond i Aston Martin<\/strong><\/li>\n<\/ol>\n\n\n\n<p>Je\u015bli uda\u0142o Ci si\u0119 zobaczy\u0107 cho\u0107 jeden film z tej popularnej serii, to z pewno\u015bci\u0105 zdajesz sobie spraw\u0119, \u017ce dyskretne lokowanie produktu tej produkcji nie dotyczy \u2013 agent 007 to w\u0142a\u015bciwe chodz\u0105cy baner reklamowy. Jednym z jego \u201eulubionych towar\u00f3w\u201d s\u0105 samochody marki Aston Martin, kt\u00f3re sta\u0142y si\u0119 niemal synonimem elegancji i nowoczesno\u015bci. To istotny elementem wielu film\u00f3w \u2013 lecz nie wszystkich. Fani z pewno\u015bci\u0105 zauwa\u017cyli, \u017ce w jednej z cz\u0119\u015bci Aston Martin zosta\u0142 zast\u0105piony przez BMW.<\/p>\n\n\n\n<p>Cho\u0107 trudno w przypadku tej produkcji m\u00f3wi\u0107 o subtelno\u015bci, nale\u017cy podkre\u015bli\u0107, \u017ce reklama natywna w wykonaniu Jamesa Bonda jest niezwykle skuteczna.<\/p>\n\n\n\n<ol start=\"3\" class=\"wp-block-list\">\n<li><strong>\u201eMac i ja\u201d oraz McDonald&#8217;s<\/strong><\/li>\n<\/ol>\n\n\n\n<p>Kto powiedzia\u0142, \u017ce istniej\u0105 tylko dobre przyk\u0142ady lokowania produktu? W \u201eMac i ja\u201d product placement r\u00f3wnie\u017c zosta\u0142 wykorzystany, jednak w spos\u00f3b bardzo kontrowersyjny. W filmie tym widzowie mogli zauwa\u017cy\u0107 liczne nawi\u0105zania do restauracji McDonald&#8217;s \u2013 zaczynaj\u0105c od tytu\u0142u i imienia g\u0142\u00f3wnego bohatera \u2013 kt\u00f3re by\u0142y eksponowane w spos\u00f3b oczywisty i cz\u0119sto niezwi\u0105zany z fabu\u0142\u0105. Nie dziwi wi\u0119c, \u017ce produkcja jest swoist\u0105 antyreklam\u0105 lokowania marki.<\/p>\n\n\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-6598b816-249c-411d-abb1-65d7e306b7eb\"><span class=\"hs-cta-node hs-cta-6598b816-249c-411d-abb1-65d7e306b7eb\" id=\"hs-cta-6598b816-249c-411d-abb1-65d7e306b7eb\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/6598b816-249c-411d-abb1-65d7e306b7eb\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img colorbox-11071 lazyload\" id=\"hs-cta-img-6598b816-249c-411d-abb1-65d7e306b7eb\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/6598b816-249c-411d-abb1-65d7e306b7eb.png\"  alt=\"Promuj swoj\u0105 firm\u0119\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '6598b816-249c-411d-abb1-65d7e306b7eb', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Skuteczne_lokowanie_produktu_%E2%80%93_najlepsze_praktyki_product_placement\"><\/span>Skuteczne lokowanie produktu \u2013 najlepsze praktyki product placement<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Czy lokowanie produktu ma sens? Oczywi\u015bcie \u2013 jest to jedna z form promocji, kt\u00f3ra mo\u017ce przynie\u015b\u0107 znacz\u0105ce korzy\u015bci dla marki. Aby osi\u0105gn\u0105\u0107 zamierzony efekt, warto stosowa\u0107 si\u0119 do najlepszych praktyk w tej dziedzinie. Opisuj\u0119 je poni\u017cej.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Subtelno\u015b\u0107 i naturalno\u015b\u0107<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Patrz\u0105c na najlepsze przyk\u0142ady lokowania produktu wida\u0107, \u017ce powinno by\u0107 ono wprowadzone w spos\u00f3b nieinwazyjny, aby nie dra\u017cni\u0107 odbiorc\u00f3w. Warto zadba\u0107 o to, aby us\u0142uga lub przedmiot by\u0142 integraln\u0105 cz\u0119\u015bci\u0105 sceny, a jego obecno\u015b\u0107 wydawa\u0142a si\u0119 naturalna.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Dob\u00f3r odpowiednich tre\u015bci<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Wa\u017cne jest, aby umieszcza\u0107 produkty w kontek\u015bcie, kt\u00f3ry jest sp\u00f3jny z wizerunkiem marki oraz warto\u015bciami, kt\u00f3re chce ona promowa\u0107. Dzi\u0119ki temu odbiorcy b\u0119d\u0105 kojarzy\u0107 brand z pozytywnymi emocjami.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Docieranie do w\u0142a\u015bciwej grupy odbiorc\u00f3w<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Skuteczne lokowanie produktu powinno by\u0107 skierowane do os\u00f3b, kt\u00f3re mog\u0105 by\u0107 zainteresowane danym towarem lub us\u0142ug\u0105. Dlatego warto wybiera\u0107 takie produkcje czy wydarzenia, kt\u00f3re przyci\u0105gaj\u0105 docelow\u0105 grup\u0119 odbiorc\u00f3w. Na przyk\u0142ad, luksusowy samoch\u00f3d w filmie o tematyce motoryzacyjnej trafi do entuzjast\u00f3w motoryzacji.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>R\u00f3\u017cnorodno\u015b\u0107 medi\u00f3w<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Product placement mo\u017ce by\u0107 stosowany nie tylko w filmach i serialach, ale tak\u017ce w grach komputerowych, utworach muzycznych czy na r\u00f3\u017cnych platformach internetowych. Warto eksperymentowa\u0107 z wieloma mediami, aby znale\u017a\u0107 te najbardziej efektywne dla naszej marki.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Monitorowanie wynik\u00f3w i reakcji odbiorc\u00f3w<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Cho\u0107 nie jest to naj\u0142atwiejsze zadanie, to analiza danych na temat tego, co daje reklama natywna, pozwala na doskonalenie strategii i unikanie potencjalnych b\u0142\u0119d\u00f3w. Warto \u015bledzi\u0107, jak odbiorcy reaguj\u0105 na obecno\u015b\u0107 produkt\u00f3w w r\u00f3\u017cnych mediach, aby w przysz\u0142o\u015bci lepiej dostosowa\u0107 si\u0119 do ich oczekiwa\u0144.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Wsp\u00f3\u0142praca z kreatywnymi tw\u00f3rcami<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Odpowiednia wsp\u00f3\u0142praca z re\u017cyserami i scenarzystami jest kluczowa. Wa\u017cne jest, aby lokowanie konkretnego produktu by\u0142o zgodne z wizj\u0105 tw\u00f3rc\u00f3w, co pozwala na uzyskanie lepszych rezultat\u00f3w.<\/p>\n\n\n\n<p>Stosuj\u0105c si\u0119 do powy\u017cszych zasad, mo\u017cna skutecznie wykorzysta\u0107 product placement jako narz\u0119dzie promocji marki. Wa\u017cne jest jednak, aby pami\u0119ta\u0107, \u017ce ka\u017cda sytuacja jest inna i wymaga indywidualnego podej\u015bcia. Dlatego warto eksperymentowa\u0107 i uczy\u0107 si\u0119 na w\u0142asnych do\u015bwiadczeniach, aby osi\u0105gn\u0105\u0107 optymalne rezultaty.<\/p><div class=\"uhkwa69f2decc28c83\" ><!-- Komunikacja z klientem -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\"><span class=\"hs-cta-node hs-cta-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\" id=\"hs-cta-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-11071 lazyload\" id=\"hs-cta-img-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/8265bd58-ea47-4c6a-9f25-dd290dd6f8c8.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '8265bd58-ea47-4c6a-9f25-dd290dd6f8c8', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.uhkwa69f2decc28c83 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.uhkwa69f2decc28c83 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.uhkwa69f2decc28c83 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.uhkwa69f2decc28c83 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.uhkwa69f2decc28c83 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"xgkfc69f2decc28c39\" ><!-- Email Marketing -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\"><span class=\"hs-cta-node hs-cta-08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\" id=\"hs-cta-08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-11071 lazyload\" id=\"hs-cta-img-08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/08eb5d7e-b5b4-457b-9ce5-ceff89d6b956.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '08eb5d7e-b5b4-457b-9ce5-ceff89d6b956', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.xgkfc69f2decc28c39 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.xgkfc69f2decc28c39 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.xgkfc69f2decc28c39 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.xgkfc69f2decc28c39 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.xgkfc69f2decc28c39 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"iadbb69f2decc28bec\" ><!-- Zarz\u0105dzanie firm\u0105 -->\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\"><span class=\"hs-cta-node hs-cta-64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\" id=\"hs-cta-64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-11071 lazyload\" id=\"hs-cta-img-64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d.png\"  alt=\"e-book Dlaczego Twoja firma powinna by\u0107 obecna w Internecie\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.iadbb69f2decc28bec {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.iadbb69f2decc28bec {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.iadbb69f2decc28bec {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.iadbb69f2decc28bec {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.iadbb69f2decc28bec {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"qekyb69f2decc28b85\" ><!-- Video -->\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-d5317067-b35b-4752-8a1e-3ef0d70566f6\"><span class=\"hs-cta-node hs-cta-d5317067-b35b-4752-8a1e-3ef0d70566f6\" id=\"hs-cta-d5317067-b35b-4752-8a1e-3ef0d70566f6\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/d5317067-b35b-4752-8a1e-3ef0d70566f6\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-11071 lazyload\" id=\"hs-cta-img-d5317067-b35b-4752-8a1e-3ef0d70566f6\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/d5317067-b35b-4752-8a1e-3ef0d70566f6.png\"  alt=\"e-book 18 wskaz\u00f3wek, kt\u00f3re rozwin\u0105 Tw\u00f3j kana\u0142 na YouTube\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, 'd5317067-b35b-4752-8a1e-3ef0d70566f6', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.qekyb69f2decc28b85 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.qekyb69f2decc28b85 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.qekyb69f2decc28b85 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.qekyb69f2decc28b85 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.qekyb69f2decc28b85 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"jmjvq69f2decc28b3b\" ><!-- Tworzenie stron -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\"><span class=\"hs-cta-node hs-cta-ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\" id=\"hs-cta-ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-11071 lazyload\" id=\"hs-cta-img-ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, 'ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.jmjvq69f2decc28b3b {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.jmjvq69f2decc28b3b {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.jmjvq69f2decc28b3b {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.jmjvq69f2decc28b3b {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.jmjvq69f2decc28b3b {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"cirun69f2decc28af1\" ><!-- Strategia marketingowa -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-9d4aa58d-1ab7-4301-b000-ac3d639abc98\"><span class=\"hs-cta-node hs-cta-9d4aa58d-1ab7-4301-b000-ac3d639abc98\" id=\"hs-cta-9d4aa58d-1ab7-4301-b000-ac3d639abc98\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/9d4aa58d-1ab7-4301-b000-ac3d639abc98\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-11071 lazyload\" id=\"hs-cta-img-9d4aa58d-1ab7-4301-b000-ac3d639abc98\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/9d4aa58d-1ab7-4301-b000-ac3d639abc98.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '9d4aa58d-1ab7-4301-b000-ac3d639abc98', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.cirun69f2decc28af1 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.cirun69f2decc28af1 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.cirun69f2decc28af1 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.cirun69f2decc28af1 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.cirun69f2decc28af1 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"rylen69f2decc28aa4\" ><!-- Social Media -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-387c3571-1376-4b17-bb02-3ee7c0d54013\"><span class=\"hs-cta-node hs-cta-387c3571-1376-4b17-bb02-3ee7c0d54013\" id=\"hs-cta-387c3571-1376-4b17-bb02-3ee7c0d54013\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/387c3571-1376-4b17-bb02-3ee7c0d54013\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-11071 lazyload\" id=\"hs-cta-img-387c3571-1376-4b17-bb02-3ee7c0d54013\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/387c3571-1376-4b17-bb02-3ee7c0d54013.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '387c3571-1376-4b17-bb02-3ee7c0d54013', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.rylen69f2decc28aa4 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.rylen69f2decc28aa4 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.rylen69f2decc28aa4 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.rylen69f2decc28aa4 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.rylen69f2decc28aa4 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"zyqba69f2decc28a4e\" ><!-- Copywriting -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-0d4fb5f3-b88d-4456-a7be-207e7a27d1d8\"><span class=\"hs-cta-node hs-cta-0d4fb5f3-b88d-4456-a7be-207e7a27d1d8\" id=\"hs-cta-0d4fb5f3-b88d-4456-a7be-207e7a27d1d8\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/0d4fb5f3-b88d-4456-a7be-207e7a27d1d8\" target=\"_blank\" rel=\"noopener, nofollow\"><img class=\"hs-cta-img colorbox-11071 lazyload\" id=\"hs-cta-img-0d4fb5f3-b88d-4456-a7be-207e7a27d1d8\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/0d4fb5f3-b88d-4456-a7be-207e7a27d1d8.png\"  alt=\"e-book Jak tworzy\u0107 tre\u015bci, kt\u00f3re przyci\u0105gn\u0105 Twoich klient\u00f3w\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '0d4fb5f3-b88d-4456-a7be-207e7a27d1d8', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); 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To nie przypadek \u2013 to dzia\u0142anie znane jako product placement. Strategia lokowania produktu cieszy si\u0119 du\u017c\u0105 popularno\u015bci\u0105 dzi\u0119ki swojej zdolno\u015bci do \u0142\u0105czenia marek z tre\u015bciami rozrywkowymi w spos\u00f3b, kt\u00f3ry jest zar\u00f3wno subtelny, jak i [&hellip;]<\/p>\n","protected":false},"author":101036,"featured_media":11072,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-11071","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-start"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Product placement \u2013 jak wykorzysta\u0107 lokowanie produktu w marketingu? - WeNet<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wenet.pl\/blog\/product-placement-jak-wykorzystac-lokowanie-produktu-w-marketingu\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Product placement \u2013 jak wykorzysta\u0107 lokowanie produktu w marketingu?\" \/>\n<meta property=\"og:description\" content=\"Wyobra\u017a sobie, \u017ce ogl\u0105dasz ulubiony film, a bohaterowie korzystaj\u0105 z us\u0142ug lub towar\u00f3w, kt\u00f3re doskonale wpasowuj\u0105 si\u0119 w fabu\u0142\u0119 i kontekst. 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