本文選題：植入式廣告　切入點：傳統(tǒng)商業(yè)廣告　出處：《中國人民大學》2012年碩士論文　論文類型：學位論文

【摘要】：近年來，隨著國內(nèi)媒介環(huán)境的日趨復雜，一方面廠商在傳統(tǒng)商業(yè)廣告上的投入成本逐漸加大，但其傳播效果卻呈現(xiàn)下降趨勢，而另一方面，面對日益增多的廣告信息，消費者卻顯示出了愈加強烈的排斥及逃避心理，傳統(tǒng)商業(yè)廣告的影響力日趨衰弱。而與此同時，國家廣電總局發(fā)布的“限廣令”更是直接導致了其投放量的整體縮水。鑒于當前媒體大環(huán)境所提供的良好契機，以及植入式廣告本身在信息露出方式上相對隱蔽的特點及其不可回避性，這種新型的軟性廣告形式逐漸獲得了不少廠商的青睞，也日益成為許多營銷學者關(guān)注的熱點話題。 然而，與國外相對完善的研究體系相比，國內(nèi)關(guān)于植入式廣告的研究還尚處于初級階段，文獻數(shù)量和研究水平都相對落后，不少文章都是以描述總結(jié)性的評論為主，較少采用定量的研究方法進行科學的論證。然而，隨著植入式廣告在營銷活動中的日漸增溫，學術(shù)界有必要加強相關(guān)理論方面的研究，以期為廠商的科學化投放提供指導意見，特別是以實驗法和問卷調(diào)查法為主的定量研究。 與此同時，盡管國外學術(shù)界關(guān)于植入式廣告的理論研究已經(jīng)相對成熟，但目前學者們的研究重點還局限于植入式廣告本身的傳播效果，較少有學者關(guān)注其他廣告形式與植入式廣告之間的作用關(guān)系。而如今，在營銷實踐活動中已經(jīng)有許多廠商開始采用傳統(tǒng)商業(yè)廣告與植入式廣告聯(lián)合投放的營銷策略，即在插有植入式廣告的影片前或后播放該產(chǎn)品的商業(yè)廣告，以期增加產(chǎn)品的曝光率和品牌知名度。因此，如何更有效地進行商業(yè)廣告與植入式廣告之間的配合投放是眼下許多廠商在制定廣告計劃時所面臨的重要問題。 本研究立足于國外植入式廣告的研究成果，同時結(jié)合說服知識模型，深入探討了傳統(tǒng)商業(yè)廣告對植入式廣告品牌回憶及品牌態(tài)度的影響，，并在此基礎(chǔ)上考察了品牌熟悉度對于上述影響的調(diào)節(jié)作用。具體而言，實驗一采用2（傳統(tǒng)商業(yè)廣告：有/無）×2（品牌熟悉度：高/低）被試間完全隨機化的實驗設計，旨在驗證傳統(tǒng)商業(yè)廣告在影片播放前曝光會對植入品牌的回憶效果及品牌態(tài)度的產(chǎn)生影響；同時，考察品牌熟悉度對于這種影響的調(diào)節(jié)作用。而實驗二是在實驗一的基礎(chǔ)上，通過改變傳統(tǒng)商業(yè)廣告的曝光位置來調(diào)整受眾在接收到廣告信息后對植入品牌態(tài)度的影響。實驗二也采用2（傳統(tǒng)商業(yè)廣告位置：前/后）×2（品牌熟悉度：高/低）被試間完全隨機化的實驗設計。 實驗首先選擇了學生被試群體較為熟悉的手機類產(chǎn)品作為植入刺激物，并挑選了在近些年有過植入式廣告投放的手機品牌，并利用問卷調(diào)研的方式選擇出熟悉度較高和較低的兩個品牌，再根據(jù)其所植入的影片片段進行最終的剪輯和編輯。制作完成后的影片片段會在課堂上向在校學生進行播放，以驗證本研究中提出的相關(guān)假設。 數(shù)據(jù)分析結(jié)果顯示，（1）在影片前播放傳統(tǒng)商業(yè)廣告有利于植入品牌回憶效果的提升；（2）影片前播放傳統(tǒng)商業(yè)廣告會導致受眾植入品牌態(tài)度的下降；（3）品牌熟悉度調(diào)節(jié)傳統(tǒng)商業(yè)廣告對品牌回憶的影響，具體而言，高品牌熟悉度調(diào)節(jié)傳統(tǒng)商業(yè)廣告對品牌回憶的影響，而低品牌熟悉度的調(diào)節(jié)作用并不顯著；（4）品牌熟悉度在傳統(tǒng)商業(yè)廣告對品牌態(tài)度的調(diào)節(jié)作用同樣顯著，其調(diào)節(jié)方向仍表現(xiàn)為高品牌熟悉度調(diào)節(jié)傳統(tǒng)商業(yè)廣告對品牌態(tài)度的影響，而低熟悉度的品牌調(diào)節(jié)作用并不顯著；（5）在影片結(jié)束后播放傳統(tǒng)商業(yè)廣告會使受眾產(chǎn)生更積極的品牌態(tài)度；（6）品牌熟悉度在傳統(tǒng)商業(yè)廣告位置對品牌態(tài)度的調(diào)節(jié)作用同樣顯著，其調(diào)節(jié)方向仍表現(xiàn)為高品牌熟悉度調(diào)節(jié)傳統(tǒng)商業(yè)廣告位置對品牌態(tài)度的影響，而低熟悉度的品牌調(diào)節(jié)作用并不顯著。結(jié)合文獻綜述和實驗結(jié)果，本研究提出了幾點針對廠商進行傳統(tǒng)商業(yè)廣告與植入式廣告聯(lián)合投放的營銷建議。另外，針對本研究中存在的不足，學者也給予了闡釋并給出了未來研究方向的建議。 本研究的貢獻一方面在于較為全面地回顧和評析了國內(nèi)外關(guān)于植入式廣告的研究成果和理論貢獻，對后續(xù)學者進行相關(guān)研究提供了借鑒和參考；另一方面，本研究從傳統(tǒng)商業(yè)廣告對植入式廣告投效果影響的角度出發(fā)，通過設計被試間完全隨機化實驗探究了傳統(tǒng)商業(yè)廣告及其不同位置對植入式廣告?zhèn)鞑バЧ挠绊懀⒖疾炝似放剖煜ざ鹊膶τ谏鲜鲇绊懙恼{(diào)節(jié)作用。此研究結(jié)果具有較強的操作性，對于企業(yè)實際的營銷活動具有很強的指導和借鑒意義。
[Abstract]:In recent years, with the domestic media environment is becoming increasingly complex, a firm in the traditional commercial advertising investment cost increase gradually, but its spreading effect is decreased, while on the other hand, in the face of the growing number of advertising information, consumers have shown increasingly strong rejection and avoidance psychology, traditional commercial advertising the influence of increasingly weak. At the same time, SARFT released the "TV commercials ban" is a direct result of its overall shrinking. In view of the amount of a good opportunity for the current media environment provided by the characteristics and Product placement itself in the way of information revealing relatively subtle and can't be avoided, this new form of soft advertising many manufacturers gradually gained the favor of many marketing scholars has increasingly become a hot topic of concern.
However, compared with the relatively perfect system of foreign and domestic research on the Product placement is still in its primary stage, number of literature and the research level is relatively backward, many articles are to describe the concluding remarks, less use of quantitative research methods of scientific proof. However, with the Product placement in marketing activities the increasing temperature, it is necessary to strengthen the research on the related theory of academic circles, in order to provide guidance for manufacturers of scientific delivery, especially the quantitative research on experimental method and survey method.
At the same time, although the theoretical research on the Product placement in foreign academic circles has been relatively mature, but the current research focus of scholars is confined to the Product placement itself the dissemination effect, less attention has been paid to the relationships between other forms of advertising and Product placement. And now, in the marketing practice there have been many manufacturers began to use the traditional business advertising and Product placement jointly invested marketing strategy, which is inserted with the Product placement of the film before or after the broadcast of the products of commercial advertising, in order to increase the exposure of products and brand awareness. Therefore, how to effectively coordinate between the commercial advertising and Product placement delivery is an important problem faced by many manufacturers now in the development of advertising plan.
This research is based on the foreign Product placement, combined with persuasion knowledge model, and discusses the influence of traditional commercial advertising on brand advertising and brand attitude of implantable memories, and then the effects of brand familiarity for the influence mechanism. Specifically, the first experiment used 2 (traditional commercial: / no) * 2 (brand familiarity: high / low) were completely randomized experimental design, to verify the influence of traditional commercial advertising exposure in the film before playing on implant brand recall effect and brand attitude; at the same time, effects of brand familiarity for the regulation of this effect. While in experiment two based on experiment one, by changing the exposure position of traditional commercial advertising to adjust the influence on brand attitude of the audience to implant advertising information after receiving two. The experiment also uses 2 (traditional business Advertising position: pre / post) x 2 (brand familiarity: high / low) complete randomization of experimental design.
The first choice of students subjects are more familiar with mobile phone products as implanted stimuli, and selected in recent years have been put on the Product placement of mobile phone brands, and choose familiarity with high and low two brands using questionnaires, and then editing and final according to its implantation film clips. Making the finished film clips will play to the students in the classroom, to verify the hypotheses proposed in this study.
The results show that (1) in the movie play the traditional commercial advertising is conducive to improving the effects of implant brand recall; (2) movie play the traditional commercial advertising will lead to a decline in audience implant brand attitude; (3) the moderating effect of brand familiarity, traditional commercial advertising on brand recall specifically high brand familiarity the regulation of traditional commercial ads on the impact of brand recall, brand familiarity and low degree of regulation is not significant; (4) brand familiarity in traditional commercial advertising regulation effect on brand attitude as well, and the adjustment to still showed higher brand familiarity effects of traditional commercial advertising on brand attitude, and low the familiarity of the brand effect is not significant; (5) at the end of the movie after playing the traditional commercial advertising will make the audience have more positive brand attitude; (6) brand familiarity in traditional commercial advertising The regulating effect on brand attitude is also significant, the adjusting direction still showed higher brand familiarity effects of traditional commercial advertisement position on brand attitude, brand familiarity and low regulation effect is not significant. Combined with literature review and experimental results, this study proposes several vendors for traditional commercial advertising and Product placement on the joint marketing proposals. In addition, aiming at the shortcomings of this research, scholars have explained and gives suggestions for future research.
The contribution of this study is a comprehensive review and analysis of domestic and foreign about the Product placement research results and theoretical contributions to research on the subsequent scholars and provides reference; on the other hand, this study from the influence of traditional commercial advertising on the investment effect of Product placement angle, through the design between subjects completely randomized experiment explores the traditional commercial advertising and its influence on different positions of Product placement of communication effect, and the effects of brand familiarity to adjust the effect. The results of this study have strong operability, with strong guidance and reference for the actual marketing activities.

【學位授予單位】：中國人民大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F713.8

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