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论文编号：	1930
作者编号：	2120071971
上传时间：	2009/12/12 10:17:56
中文题目：	电视植入式广告应用模式研究
英文题目：	Research on the application mode of TV product placement
指导老师：	白长虹
中文关键字：	植入式广告;电视媒体;应用模式;策略
英文关键字：	product placement;television media;application mode;strategies
中文摘要：	植入式广告是指通过有偿的方式将广告主的产品信息、品牌形象或者服务内容，策略性地融入到所有可以利用的媒体节目或者背景中，如电视、电影、歌曲、书籍、网络游戏等。受众在接触这些媒体，观看节目内容时，能够潜意识的接受这些信息，由此达到营销的目的。由于传统的广告具有干扰性，容易让顾客反感，所以植入式营销“润物细无声”的优势得到了众多广告主的青睐。 植入式广告是广告界新兴的话题之一，在过去十多年的时间里得到迅速的发展，并被广泛应用于电影、电视、广播、书籍、音乐、网络、活动等各类媒体。目前占据植入式广告最大市场份额的媒体是电视媒体，电视媒体不同的节目类型给植入式广告提供了广阔的施展空间。 植入式广告理论研究水平落后于实践，特别是在应用领域。目前国内外的研究主要集中在植入式广告的发展脉络、产生机制、植入式广告效果验证等领域；然而深入探讨植入式广告应用模式及其维度，以及从不同广告主体视角来研究植入式广告的应用策略的文献很少。 基于植入式广告的发展趋势和理论研究的现状与不足，本文主要从媒体经营者的角度来关注、考虑植入式广告的整体应用模式的问题。文章研究的方面包括几部分：首先是行业的应用背景及理论发展背景，基于此识别出重点问题，明确本文的研究框架；然后对广告、植入式广告以及媒体经营的相关理论进行了总结回顾；接着从电视植入式广告的宏观运营体系、植入过程的策略及控制以及外部传播三个维度对植入式广告的应用问题进行了较为深入的探讨，结合案例总结了一些可以借鉴的经验。最后一部分针对如何开展、完善植入式广告运作，提出了具体的路径和策略。
英文摘要：	Product Placement is intentionally placing a Product, logo, Package, signage, or some other distinguishing trademark in film, television, radio, novel, music, Internet, and events, etc. With conventional means of advertising facing challenges from both saturation of resources and resentment from customers, marketers and advertisers have begun to look into innovative approaches to promote their products or brands; and one of these approaches is product placement. By implanting advertising into the plot, product placement can enter into audience’s mind unconsciously, without interrupting their attentions, thus has better marketing effects compared to traditional advertising methods. Till now television media has occupied the largest share of product placement, and various types of programs in TV are suitable for different types of product placement. Theoretical Study of product placement lags behind practice. Research of product placement mainly focuses on definition and causes, effect evaluation methods, and other theoretical aspects. However, in-depth analysis about operation modules and strategies of product placement are few. Moreover, there was rarely article from the media point of view, which could provide them with suggestions for operation. This paper mainly focuses on product placement usage in TV media, pays attention to the systematic operation module and strategies. At the beginning analyzed background situation both in practical and theoretical areas, and outlined the framework of this thesis. In the second section theories about advertising, product placement, and media operation were summarized. Then through the analysis of multiple cases, clarified a systematic way of using product placement form the three dimensions, namely, macro operation system, micro-implantation process & principles and external communication strategies of product placement. In the last section some strategies and operation modules in applying the product placement to TV media were provided.
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