本文選題：植入式廣告　切入點：產品類別　出處：《中國人民大學》2008年碩士論文　論文類型：學位論文

【摘要】： 國內外傳統(tǒng)商業(yè)廣告市場發(fā)展速度漸緩,針對各類媒體廣告銷售的新法規(guī)出臺和付費電視的出現,傳統(tǒng)商業(yè)廣告的發(fā)展空間將在很大程度上受到限制,加上當今社會信息傳播的泛濫和傳統(tǒng)商業(yè)廣告質量良莠不齊,更加劇了受眾的主動抗拒和逃離。植入式廣告作為一種溫和的,非強迫的信息傳播方式,正在迅速成為電影、電視、晚會活動等媒體的新收入增長點,并被很多企業(yè)的市場營銷人員視為重要且有效的營銷傳播手段。 植入式廣告在過去十多年時間里得到迅速的發(fā)展,并被廣泛應用于電影、電視、廣播、流行小說、音樂CD、電腦游戲、現場活動等各類媒體,但其理論研究水平卻落后于實踐�，F存關于植入式廣告的研究文獻僅有大約十多年的歷史,而且文獻數量不是很豐富,但卻為后續(xù)研究者提出了更多的挑戰(zhàn)和機會。不少國外學者從上世紀90年代開始對植入式廣告進行了定義和分類、廣告效果測量、受眾的態(tài)度和評價、影響其效果的因素分析等方面的研究,并得到了很多重要的研究結論。國內植入式廣告研究開展較晚,不僅研究水平落后于國外,文獻數量較少,而且大部分研究都缺乏規(guī)范的方法設計和科學論證,但隨著近幾年植入式廣告在國內的迅猛發(fā)展,也有部分學者借鑒國外的研究方法開始嘗試定量實證研究,并取得了一定的探索性成果。正是由于植入式廣告學術研究開展的時間不久,而現實情況卻復雜多變,因此該領域內的不少問題都還未得到理論解釋。 本研究從產品類別角度出發(fā),基于商品學派按照品牌差異性和購買卷入度對產品的分類,研究了便利品、選購品和特殊品三類產品運用視覺、聽覺、情節(jié)三種不同植入類型時,其顯著的植入式廣告效果將有怎樣的差異。研究首先從近年來上映的著名商業(yè)電影中挑選出多組含有植入式廣告的片段,并利用問卷調研的方法對這些植入式廣告片段進行產品類別、植入類型和顯著程度三個方面的篩選。最終篩選出的影片片段將被制作成剪輯在課堂上向在校大學生或通過網絡向自愿參加調研的電影愛好者播放,以了解他們在觀看了不同產品類別和植入類型的顯著的植入式廣告片段后,其品牌回憶、品牌態(tài)度和購買意向三方面的廣告效果如何。研究采用3(便利品、選購品、特殊品)×3(視覺植入、聽覺植入、情節(jié)植入)的被試者內實驗設計(within-subjects design),所有參與實驗的被試者都完整觀看影片剪輯并接受調研以獲取數據。數據分析結果驗證了研究中提出的大部分假設,不同產品類別的植入式廣告品牌回憶沒有顯著區(qū)別,而品牌態(tài)度和購買意愿則差異顯著,不同植入類型的植入式廣告則在三個方面都具有顯著差異。同時研究也對被試者個人信息與植入式廣告的總體效果進行了分析,發(fā)現男性受眾的品牌態(tài)度和購買意愿都明顯高于女性,年齡越大的受眾品牌回憶和購買意愿越低,而觀看電影頻繁的受眾更容易注意到并記住影片中的植入式廣告。根據文獻回顧和數據分析結果,研究提出了幾點營銷建議。而針對研究中存在的不足,文章結尾也為后續(xù)研究者提供了改進建議。 本研究的貢獻在于一方面較為全面地回顧和評析了國內外主要的植入式廣告學術研究文獻,對后續(xù)研究具有幫助和借鑒意義,同時針對國內植入式廣告研究水平嚴重落后的現狀,做出探索性貢獻;另一方面,研究從產品類別角度出發(fā),通過被試者內實驗設計分析不同產品類別和植入類型的顯著的植入式廣告效果差異,豐富了植入式廣告的研究方向和角度。產品類別和植入類型兩個影響植入式廣告效果的變量具有很強的操作性,因此研究的結論也能為企業(yè)廣告主和電影制造商提供較為實際和具體的建議。
[Abstract]:The domestic and foreign development speed of traditional commercial advertising market gradually slowed, the new regulations for all kinds of media advertising sales and the introduction of pay TV, the development space of traditional commercial advertisements will be restricted to a large extent, coupled with today's social information communication and the spread of the traditional commercial advertising quality more active play uneven in quality, resist and escape from the audience the Product placement. As a mild, non aggressive way of dissemination of information, is rapidly becoming a movie, TV, new revenue growth in the party activities and other media, and by many enterprise marketing staff as an important and effective means of marketing communication.
Product placement has been rapid development in the past more than 10 years, and is widely used in film, television, radio, popular novels, music CD, computer games, live events and other types of media, but the level of theoretical research lags behind the practice. The existing research literature on Product placement only about more than 10 years of history, and the number of literature is not very rich, but for the follow-up researchers put forward more challenges and opportunities. Many foreign scholars began to Product placement of definition and classification from the last century in 90s, advertising effectiveness measurement, the attitude and evaluation of factors influence its effect, and got many conclusions important research. The domestic Product placement research carried out later, not only research lags behind abroad, less literatures, and most of the studies are lack of standardized methods and Design Department Learn the demonstration, but with the rapid development in recent years Product placement, there are also some scholars referring to foreign research methods try to quantitative empirical research, and made some exploratory results. It is because of academic research carried out soon Product placement time, but the actual situation is complicated and changeable, so many problems in this field the theory has not been explained.
This study from the perspective of product categories, based on the goods in accordance with the school brand difference and purchase involvement degree classification of the product, the convenience goods, shopping goods and special goods in three categories of products, the use of visual, auditory, plot three different implant types, the significant effect of product placement will have what kind of selection differences. A group containing Product placement fragments of the recently released famous commercial films, and product categories on the Product placement fragment using the method of questionnaire investigation and screening of three aspects of implantation and a significant degree. The type selected footage will be made into the clip to college students in classroom or play to voluntarily participate in the investigation of movie lovers through the network, in order to understand them in view of the different product categories and implantation type of significant Product placement fragments after the goods How to brand recall, brand attitude and purchase intention of three aspects of the advertising effect. Of the 3 (convenience goods, shopping goods and special goods) * 3 (Visual Auditory implantation, implantation, implantation of the plot) within subjects design (within-subjects design), all of the participants the subjects watch movie clips and accept the investigation to obtain data. The results confirm most of the hypotheses put forward in the study, different product categories Product placement brand recall had no significant difference, but the brand attitude and purchase intention was significantly different implant Product placement types have a significant difference in the three aspects are analyzed at the same time also. The overall effect on the subjects of personal information and Product placement, found that the male audience of the brand attitude and purchase intention are significantly higher than female, older audience brand recall and purchase intention Is willing to lower, and frequent movie audience is more likely to notice and remember Product placement in the film. According to the literature review and data analysis, the research puts forward some marketing suggestions. For the shortcomings of the study, at the end of the article also provides improvement suggestions for future research.
The contribution of this study is a comprehensive review and analysis of the main domestic and foreign academic research literature Product placement, with help and reference for further research, at the same time, according to the present situation of Product placement domestic research level is lagging behind, make exploratory contribution; on the other hand, from the perspective of product categories of the subjects the design of experiments in the differences of different product categories and implantation type of significant Product placement effect, enrich the Product placement research direction and angle. With strong operational product categories and two types of implant effect Product placement effect variables, so the conclusion of the study can also provide a more practical and concrete suggestions for enterprises advertisers and movie makers.

【學位授予單位】：中國人民大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F713.8

【引證文獻】

相關期刊論文 前1條

1 侯全平;;中國電影植入式廣告?zhèn)鞑バЧ治鯷J];電影文學;2012年21期

相關碩士學位論文 前7條

1 劉亮基;電影植入廣告對品牌資產影響的研究[D];暨南大學;2011年

2 張艷;植入式廣告研究探析[D];南京師范大學;2011年

3 汪梨;影視植入式廣告之審美研究[D];武漢紡織大學;2010年

4 田婷婷;訴求方式、表現形式及網絡口碑對微博廣告心理效果的影響[D];蘇州大學;2012年

5 馬雅蓓;植入式廣告效果研究[D];南京大學;2012年

6 張媛伊;微博博主和信息特征對消費者行為影響研究[D];浙江大學;2013年

7 韓飛飛;SNS社區(qū)內應用植入式營銷效果影響因素研究[D];南京農業(yè)大學;2009年

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本文編號：1603158