A THEORETICAL STUDY ON THE APPLICATION OF INVISIBLE MARKETING AS AN ADVERTISING TOOL IN CINEMATOGRAPHIC PRODUCTIONS

Abstract

This article aims to provide a theoretical discussion of the concept of “invisible marketing” within the strategic process of advertising and publicity, with an emphasis on its applicability in film productions. The study consists of a bibliographic review on the topic, seeking to identify formats and possibilities for the strategic structuring of invisible marketing, analyzing its advantages and disadvantages for organizations and customers. Invisible marketing is directly related to traditional marketing, which aims to promote products and influence consumer choice, but it differs due to its subtle nature, as it seeks to influence and attract the consumer without making the displayed product or service the main focus of the work. For this strategy to succeed, it is necessary for the viewer to build a positive image of the brand during the cinematic experience. To achieve this, companies must evaluate the film’s production process, its target audience, and the message the movie intends to convey to the viewer. If the film presents controversial positions to the public, generating negative feelings, there is a risk that the brand image shown in the film will also be perceived negatively.