植入式广告在电视节目中的运用——以《非勿扰》为例学士学位论文.docVIP

PAGE \* MERGEFORMAT23北方民族大学学士学位论文 论文题目: 植入式广告在电视节目中的运用——以《非诚勿扰》为例 摘 要 多年以来，中国电视广告虽然依旧占据着广告市场上的强势地位，但是电视广告费用的增长却很乏力。随着干扰度的增大，传统电视广告效果也随之降低，使得越来越多的广告商对其有所质疑。面对新兴媒体尤其是网络广告的飞速发展，传统的电视广告面临着新的挑战。植入式广告作为一种新的广告模式，被越来越多的学者和商家所重视。这也为传统电视广告注入了新的血液，为电视广告开拓了一个新的模式。植入式广告并不一定要优于传统电视广告，因而也需要一个较完善的评估体系进行评估。CTR媒介智讯创建的评估体系就派上了用场。本文以今年来热播的相亲节目《非诚勿扰》为案例，研究植入式广告在节目中的表现形式。对节目中的植入式广告做一个简单的数据统计和分析，为国内电视节目中植入式广告的运用提供经验。关键词：植入式广告；电视节目；非诚勿扰；运用AbstractOver the years, Chinas TV advertising, though still occupied a strong position on the advertising market, but the cost of television advertising sluggish, due to interference degree increases, reducing the effect of traditional television advertising, making more and more advertisers to question. The face of new media, especially the rapid development of online advertising, traditional TV advertising is facing the challenge of the heart. Placement as a new advertising model, is more valued by scholars and businessmen. This is the traditional TV advertising has injected new blood, for TV commercials to develop a new model. Placement is not necessarily due to traditional television advertising, and thus need a more comprehensive assessment system for evaluation. CTR Media Intelligences evaluation system to onto the table. In this paper, the blind date this year hit show You Are the One as a case study placement in the program form of expression. Of the program in a simple placement of data statistics and analysis for domestic use of television product placement to provide experience.Key words: product placement; television programs; youre the one; use 目 录前言………………………………………………………………………………1研究的背景………………………………………………………………2传统电视广告发展遇到的问题 …………………………………2新时代下的植入式广告 …………………………………………3植入式广告的产生和发展 ……………………………………………4植入式广告的发展历史 ………………………………………4植入式广告的概念………………………………………………5植入式广告的理论基础…………………………………………6植入式广告的现有研究…………………………………………………7植入式广告的分类………………………………………………7对植入式广告效果研究…………………………………………8电视节目中植入式广告的主要类型 …………………………………1