淺析影視植入式廣告-資料下載頁
2025-05-27 22:58本頁面
【正文】 是否具有影響力，比如電影票房、節(jié)目的收視率、游戲的發(fā)行量；二是對產(chǎn)品與品牌的植入效果預測，比如影片格調(diào)、故事情節(jié)和人物性格與植入產(chǎn)品或品牌的形象是否符合，會不會產(chǎn)生負面效果。隨著產(chǎn)業(yè)規(guī)模的擴大，許多專業(yè)廣告代理商都進入這個服務領域，使植入式廣告產(chǎn)業(yè)鏈的發(fā)展日趨成熟，其作為營銷溝通工具的作用強化，植入的策略性加強。 影視植入式廣告作為一種隱性廣告，通過影視劇這種最直觀、最廣闊的信息載體，在不經(jīng)意間俘虜了受眾，植入式廣告已經(jīng)逐漸成為一種被各方所認可的商業(yè)運作模式，從長遠來說，植入式廣告作為廣告業(yè)產(chǎn)業(yè)化發(fā)展的創(chuàng)新模式，是未來廣告業(yè)發(fā)展的必然趨勢。參考文獻：[1][DB].CTR市場研究媒介智訊,(2007[2011422].[2][J]. 網(wǎng)絡監(jiān)測系統(tǒng)艾瑞數(shù)據(jù),(2004) [2011418].[3][DB]. 網(wǎng)絡監(jiān)測系統(tǒng)艾瑞數(shù)據(jù)，(2010) [2011422].[4]鄧田俊毅．從《丑女無敵》談廣告?zhèn)鞑サ耐緩剑跩］．艾瑞網(wǎng),（2010）[2011422].[5] [6]聶艷梅，嚴興飛．中外電視劇中的植入式廣告創(chuàng)作研究[J]．廣告大觀：理論版(南京).2010，（2）．[7]王天,[N]．中華新聞報，2006(5)． [8] [M].廈門：廈門大學出版社，2003：9.[9] 朱彥榮.《天下無賊》‘廣告多’，馮小剛：這些不是我的錯[J].新華網(wǎng), (2005) [ 2011420][10][J] . ,(2006)[2011420].[11] [J].每日新報:(41)[12]薛勝文，張硯霖. 20102015年中國影視產(chǎn)業(yè)投資分析及前景預測報告[R].中投顧問數(shù)據(jù),(2010)[2011420].Analyze the type of implants advertisement about film and television Abstract: Follows the medium newborn shapes to diversify day by day, advertisement market bees more and more prosperous. Implants the type advertisement to take one kind of new advertisement form . It relies on its unique camp tree top pattern. It is attracting by its unique charm the audiences. Implants advertisement about film and television is inserts business39。s product or marking desirably in the film and television plot, achieves the propaganda effect subtly. Bees the film and television advertisement new deduction platform, has provided the new choice for the medium and enterprise both sides. Implants the type advertisement to take advertising industry industrial production development the innovation pattern, will be the future advertising industry development inevitable trend.Keywords: Implants advertisement about film and television Superiority Limitation Countmeasures Prospects for development15 / 15
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