浅谈植入式广告-Essay代写精选－r51due

英国essay论文精选范文：“浅谈植入式广告”，这篇论文讨论了植入式广告。现代社会，受众的注意力资源极度稀缺，商家为了保证他们使用的各种宣传手段能够到达消费者，发掘出了一个新的武器――植入式广告。当你在家舒舒服服的观看喜欢的电视剧时，或者在电影院聚精会神的欣赏着最新电影时，你可能不会留意剧里频繁出现的各种品牌，但在不知不觉之中，你已经记住了它们的名字，知道他们代表什么，甚至慢慢的对这些品牌改变了态度，这就是植入式广告潜移默化的作用。

Implantable ads are broadly defined, all of which share a common denominator, that is, "identifiable" exposure of products and brands. China is more authoritative definition of implantable advertising is XueMinZhi, she thinks: implantation, is the product or brand and its representative visual symbols and even service content into the strategic film, television, television programs or other media , Through the reproduction of the scene, so that the audience left the impression of the product and brand, and then achieve the purpose of marketing.

Although the placement of advertising in practice has been very common, the implantation of the theoretical research is still in the development stage. A search and review of the keywords "brand placement", "product placement", and "integration" was conducted, with more than half of the literature in 2004 to date, suggesting that although implantable advertising has emerged 70 years, the peak of this research can be said that from the beginning in recent years. Throughout the study abroad, these studies can be divided into four directions:

The Theoretical Exploration of Advertising in the Industry. Including the analysis of some well-implanted cases, as well as the general audience, the relevant practitioners and other samples of the attitude of implanted advertising survey. The study found that, on the whole, the positive attitude of the audience on the placement of advertising, student samples of advertising acceptance of higher acceptance. La Ferel and Edwards' paper uses content analysis to study implantation in a variety of different types of programs, providing crucial criteria for the measurement of implanted advertising.

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Research on the Effect of Implantable Advertisement. The main concern is how the placement of ads affect the audience's recall, implantation of advertising itself and the attitude of the implanted brand. Barry proposed the impact of hierarchical model, he believes that the impact of information on consumers at three levels: cognitive, emotional and emotional, cognitive, including consumer information for the memory and understanding, emotional means of interest or preference, and intended Move to include the purchase intention or even the final purchase behavior. Scholars on the effect of implantable advertising are basically concentrated in these three areas. Gupta and Lord compared the placement of ads and traditional ads, and concluded that the placement of advertising than traditional advertising can get better results. However, most studies have focused on one or both of these three levels. Few studies have examined the effects of the effects.

A Study on the Influencing Factors of the Effect of Implanted Advertisement. With the deepening of research, scholars began to pay more attention to the impact of implantable advertising effects of various factors, these factors can be divided into implanted stimulus elements and consumer individual differences in two categories. The factors of implantation include the type of implanted media, the type of program, the way of implantation, the degree and frequency of implantation, and the tightness between the product or brand itself and the implanted media. Individual differences in consumer attitudes include consumer attitudes towards the form of advertising, familiarity with the product or brand, involvement with the use of the implant, and consumer perception of implants and self-associations - including Story role, plot, media identity.

A Study on the Expansion of Implantable Advertisement in Other Mediums. With the growing variety of media as a vehicle for implantable advertising, scholars have begun to study the effects of implantable advertising in other media, such as songs, novels, games, and so on. Taejun Lee and other scholars from different cultural point of view of the United States and South Korea, two different countries for young people in the film and television placement advertising attitude and found that young people in the two countries for the film implantation of advertising The perception is the same, and for the implantation of television ads, Korean young people think it is immoral and misleading.

In China, the placement of advertising started late, in recent years began to develop rapidly, and related academic research is far behind in foreign countries. There are four parts in this paper: consumer attitudes towards implantable advertising, factors influencing the effect of implantable advertisement, implanted advertisement application strategy, A Case Study of Advertising in Movies. Most of these studies focus on macro-level, failed to penetrate into the micro-level and from the perspective of the problem to explore the application of implantable advertising, empirical research methods from abroad, only a few articles. Domestic research implantable authoritative scholar Xue Minzhi has implanted advertising effectiveness evaluation system has been summarized. She puts forward five factors, namely: film, television programs and other content factors, products or brands, the audience, its environmental factors and the product or brand of the implantation process).

Although there are more and more researches on implantable advertising, it is still lagging far behind the rapid development of implantable advertisement. So there are many research directions about implantable advertisement. First of all, most of the researches on influencing factors of implantable advertising are conducted by single stimulus elements or specific audiences: on the one hand, the results of these studies need to be verified in new environment, culture and country; On the one hand, it is necessary to study the interaction between several factors. Second, there is a need to do some comparative research on the placement of ads, which can be compared with other types of information, such as research and placement, and also on different types of Effects of implantation, such as the difference between integrated and non-integrated implants, and the effect of different mediators implanted on implantation. Finally, it is necessary to study and determine the criteria related to the implantation of advertising, the measurement of economic value and effectiveness, and the evaluation criteria, and to further explore the division of implantable advertising.

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