本文選題：植入式廣告　切入點(diǎn)：整合營(yíng)銷傳播　出處：《山東師范大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：整合營(yíng)銷傳播概念是由美國(guó)的大學(xué)教授唐.E.舒爾茨提出,影視劇植入式廣告的整合營(yíng)銷傳播是指植入的廣告根據(jù)影視劇宣傳的整個(gè)過程,與影視劇的內(nèi)容進(jìn)行恰當(dāng)?shù)厝诤?并借助各種平臺(tái)、整合優(yōu)勢(shì)資源,進(jìn)行整合傳播的方式。在移動(dòng)互聯(lián)時(shí)代,借助在新興的互聯(lián)網(wǎng)與無(wú)線網(wǎng)絡(luò)背景下誕生的新媒介,影視劇植入式廣告獲得全方位地發(fā)展,移動(dòng)互聯(lián)為植入帶來更多契機(jī)。這種新的傳播方式正在不斷地完善和探索中,影視劇植入式廣告整合營(yíng)銷的具體方式有哪些?在整合營(yíng)銷傳播的過程中存在哪些問題?廣告行業(yè)該如何抓住整合營(yíng)銷的機(jī)遇,使植入式廣告在大數(shù)據(jù)時(shí)代獲得更好地發(fā)展?這是本篇論文研究的主要內(nèi)容。論文分四章展開論述,第一章對(duì)影視劇植入式廣告的隱性、強(qiáng)制性、量變到質(zhì)變的積累過程以及其整合營(yíng)銷傳播的特征進(jìn)行論述。第二章對(duì)影視劇植入式廣告的整合傳播機(jī)制進(jìn)行具體論述,品牌內(nèi)容營(yíng)銷是影視劇植入式廣告?zhèn)鞑ミ^程中的主要方式,在這個(gè)過程中利用影視劇的內(nèi)容進(jìn)行廣告內(nèi)容的再創(chuàng)作,并借助明星等意見領(lǐng)袖的力量進(jìn)行宣傳。此外,介紹了影視劇植入式廣告在新媒體時(shí)代利用微信、微博、視頻網(wǎng)站進(jìn)行的整合營(yíng)銷傳播,以及具有的互動(dòng)性、及時(shí)性、線上線下互聯(lián)等特點(diǎn),并出現(xiàn)了“場(chǎng)景+彈幕”式的新植入方式。借助新媒體平臺(tái)進(jìn)行植入式廣告的傳播迎合了整合營(yíng)銷傳播的大趨勢(shì),具有創(chuàng)新性。第三章論述了在新媒體時(shí)代下影視劇植入式廣告在整合營(yíng)銷傳播過程中存在的一些問題,分別論述了在新的媒介生態(tài)環(huán)境下,利用社交媒體以及視頻網(wǎng)站進(jìn)行傳播過程中存在的經(jīng)濟(jì)生態(tài)鏈不完善、傳播平臺(tái)的限制、整合營(yíng)銷過程中缺乏有效的定價(jià)體系以及植入效果評(píng)估體系的問題。面對(duì)大數(shù)據(jù)和整合營(yíng)銷傳播的趨勢(shì),傳統(tǒng)的廣告公司面臨著思維與經(jīng)營(yíng)模式改變的急迫性,革新是必須選擇的唯一道路。其次,在影視劇植入式廣告進(jìn)行內(nèi)容整合營(yíng)銷的過程中存在著植入的廣告與劇情缺乏關(guān)聯(lián)性,內(nèi)容方面缺乏創(chuàng)新的問題。在新媒體的傳播整合中也存在一些內(nèi)容整合的問題,廣告內(nèi)容重復(fù)出現(xiàn)頻率過高,不能針對(duì)固定的用戶進(jìn)行有效率地投放,新媒體的一些優(yōu)勢(shì)沒有發(fā)揮出來。第四章針對(duì)第三章影視劇植入式廣告整合傳播過程中出現(xiàn)的問題并結(jié)合植入式廣告自身的特點(diǎn),提出具體的解決策略。影視劇植入式廣告的整合營(yíng)銷傳播正在探索中不斷趨于完善,借助大數(shù)據(jù)與先進(jìn)的科學(xué)技術(shù),對(duì)受眾進(jìn)行更為精準(zhǔn)地傳播,提供他們需要的有價(jià)值的廣告信息。整合營(yíng)銷的發(fā)展還需要一個(gè)過程,并需要廣告行業(yè)不斷進(jìn)行革新,在競(jìng)合的過程中共同進(jìn)步,緊跟技術(shù)變革進(jìn)行創(chuàng)新蛻變。
[Abstract]:The concept of integrated marketing communication is put forward by Tang E. Schultz, a university professor in the United States. The integrated marketing communication of film and TV drama placement advertising refers to the proper integration of the embedded advertisement with the content of the film and TV play according to the whole process of the film and television drama propaganda. In the era of mobile interconnection, with the help of the new media born under the background of the emerging Internet and wireless network, film and TV drama embedded advertising has achieved all-round development. Mobile Internet brings more opportunities for implantation. This new communication mode is constantly improving and exploring. What are the specific ways of integrated marketing of film and TV drama placement advertising? What are the problems in the process of integrated marketing communication? How should the advertising industry seize the opportunity of integrated marketing, so that the placement of advertising in big data era to get a better development? This is the main content of this paper. The thesis is divided into four chapters. The accumulation process of quantitative change to qualitative change and the characteristics of integrated marketing communication are discussed. Brand content marketing is the main way in the process of advertising dissemination of film and television drama implantation. In this process, the content of film and television drama is used for the re-creation of advertising content, and the strength of opinion leaders such as stars is used to propagate it. In addition, This paper introduces the integrated marketing and communication of film and TV drama placement advertising in the new media era by using WeChat, Weibo, and video websites, as well as the characteristics of interactive, timely, on-line and offline interconnection, etc. And appeared the "scene project-screen" type of new implantation. With the help of the new media platform for the dissemination of placement advertising to meet the general trend of integrated marketing communication, The third chapter discusses some problems existing in the process of integrated marketing and communication of film and television drama placement advertising in the new media era, respectively, and discusses the new media ecological environment. The use of social media and video sites in the process of dissemination of the economic ecological chain is not perfect, dissemination platform constraints, In the process of integrated marketing, there is a lack of an effective pricing system and an evaluation system for the effect of implantation. In the face of the trend of big data and integrated marketing communication, the traditional advertising companies are faced with the urgency of changing their thinking and business model. Innovation is the only way that must be chosen. Secondly, there is a lack of relevance between the placement of advertisements and the plot in the process of content integration marketing. The lack of innovation in content. There are also some problems of content integration in the communication and integration of new media. Advertising content is too frequent to be delivered efficiently to fixed users. Some advantages of the new media have not been brought into play. Chapter 4th aims at the problems in the process of integrated communication of the third chapter film and television drama placement advertisements and combines the characteristics of the implanted advertisements. Put forward the concrete solution strategy. The integrated marketing communication of the film and TV drama embedded advertisement is being explored and perfected constantly. With the help of big data and advanced science and technology, we can spread the audience more accurately. To provide the valuable advertising information they need. The development of integrated marketing still needs a process, and needs the advertising industry to innovate constantly, to make common progress in the process of competition, and to innovate and transform closely with the technological changes.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.8;F274

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本文編號(hào)：1592013