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every day makeup to artistic ones, where she was showing transformation into such characters, as Lady Gaga or Halloween Zombie (Gerhards, 2017). The biggest plus of this type of advertising, is that the video, where a YouTuber is just showing some product or wearing some piece of clothes, does not actually look like an advertisement (depending on the skill of the YouTuber). Because, generally people have a strong prejudice for advertisement and everything related to it. Everybody wants to think, that it is them, who is making decisions, about what to buy, what to eat or where to go. Nobody wants to be manipulated or impacted by someone. At least not in a such obvious way. That is why advertisements integrated in YT videos look so natural. Youtuber is just doing his everyday stuff, withal he is wearing new sneakers, using a new telephone or driving a new car. “Product placement is advantageous to advertisers in several ways. Viewers cannot bypass the advertising if it is integrated into the media; they would have to skip the whole thing. If it is done well, it may not be noticeable to the viewer, and may actually add to the experience” (Gutnik et al, 2007). 2. Free sample of products sent by brands This type of promotion differs from the previous one in the method of payment. In this case advertiser does not pay for the video and has no control over the process of video-making. The advertiser just sends a product to a YouTuber and asks him to make a review, show or just mention the product in his video. This type is widely used by electronics companies, they are sending their new products (mobile phones, laptops, tablets etc.) to the channels that are doing electronic reviews. Clothing brands are sending their new shoes or sneakers, beauty brands – new cosmetic products etc. For brands introducing new products, it is very important to catch attention of massive auditory to their new product. The goal for a new product is to not go unnoticed. And YouTube channels with specific auditory that could be interested in a new product, seems to be the right marketing tactic. These videos are more honest in relation to viewers, because the creator is not restricted by any agreement with a company and can say his real opinion about the product and openly talk about advantages and disadvantages. Sometimes creators contact some brands by themselves, because they are already using some product and showing it in a video, therefore they would like to receive it gratis. 30PDF Image | Youtube a new era of TV
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