植入式广告及运用策略（Implantable advertising and its application strategy）.docVIP

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植入式广告及运用策略（Implantable advertising and its application strategy）.doc

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植入式广告及运用策略（Implantable advertising and its application strategy）

植入式广告及运用策略（Implantable advertising and its application strategy） Implantable advertising and its application strategy [media business school] Hu Rui about 3479 words Abstract: the information communication mode of implantable advertising has become the focus of information for many advertisers because of its low cost, concealment and topic. In particular, this years Spring Festival Gala on a number of implantable advertising has aroused widespread concern, therefore, it is necessary to study the new situation of implantable advertising strategy. [Key words] implantable advertising use strategy Product Placement (placement advertising), also known as implantable marketing (Product PlacementMarketing). Refers to the product or brand, and its representative visual symbols, and even service content, strategy into the film, TV or TV program content, through the reproduction of the scene. Let the audience leave the impression of the product and brand, and then achieve the purpose of marketing. Product placement and media integration, construct the audience real life or the ideal situation is a part of the goods or service information to non performance method of advertising, the audience in the unconscious modality, quietly instilled in the audience. Because of its hidden features, implantable advertising is also known as embedded advertising or soft advertising. First, the advantages and disadvantages of implantable advertising 1, the advantages of implantable advertising. First of all, the information advertised by implantable advertising is more easily accepted by the audience. On the one hand, because of the close combination of brand information and film and television programs, it is very difficult for consumers to isolate the product from the program when watching TV programs. In this way, the audience will naturally accept the content of the program while accepting the dissemination of brand information. Reasonable implantation is even beneficial for the audience