大学课程设计方案影视剧中植入式广告于塑造品牌形象.docVIP

PAGE PAGE 1 影视剧中的植入式广告对于的塑造品牌形象 摘要：随着数字电视的兴起，观看影视剧已经成为大部分中国人最主要的休闲方式之一，影视剧中的植入式广告也日益成为一种的新营销元素，成为企业尤其是以品牌形象建构为己任的企业的重要战略手段。本文从观众心理的特点入手，结合整合营销传播理论，介绍现阶段影视剧中植入广告的发展情况，巧妙运用植入式广告的投放技巧，在观众和消费者之间树立起良好的品牌形象。 关键词：植入式广告；品牌塑造；品牌符号；品牌形象；受众心理 Television product placement for the play of implantable Brand Image Abstract: with the rise of digital TV, watch movies and television has become the most Chinese of the most important leisure。film and television drama of the product placement is increasingly becoming a new marketing element, a corporate brand building in particular is responsibility of the com