本文選題：植入式廣告 + 植入模式�。� 參考：《浙江工商大學(xué)》2013年碩士論文

【摘要】：當(dāng)今社會,由于互聯(lián)網(wǎng)及移動互聯(lián)網(wǎng)的迅速發(fā)展,我們在日常生活中接觸的主流媒體除傳統(tǒng)電視外,網(wǎng)絡(luò)視頻、手機視頻、移動公交視頻和戶外視頻也充斥了我們?nèi)粘Ｉ�、等待和其他零碎時間。 與此同時,大眾媒體傳播呈現(xiàn)出多元化和碎片化的特點,傳統(tǒng)媒體廣告在品牌塑造、推廣方式等方面的傳播效果不斷下降,且由于人們的普遍厭惡和逃離,而生存空間日益縮減。植入式廣告作為一種全新的營銷方式,迎合了人們接收信息多元化和碎片化的特點,以其隱蔽含蓄、潤物無聲和潛移默化的特點受到廣泛關(guān)注,并在實踐中大量應(yīng)用。 植入式廣告在我國過去的十多年時間里得到迅速發(fā)展,并被應(yīng)用于電影、電視、廣播、流行音樂、網(wǎng)絡(luò)游戲、社交網(wǎng)站、現(xiàn)場活動等各類媒體。國外學(xué)者從20世紀(jì)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)度和評價及影響植入廣告效果的因素分析等方面的研究,并得出很多重要的研究結(jié)論。國內(nèi)植入式廣告研究起步較晚,文獻數(shù)量較少,不僅研究水平落后于國外,而且大部分研究停留在理論解釋階段,缺乏規(guī)范的方法設(shè)計和科學(xué)論證,隨著近幾年植入式廣告在國內(nèi)的井噴式發(fā)展,也有部分學(xué)者借鑒國外的研究方法嘗試定量實證研究,并取得了一定的探索性成果。由于植入式廣告學(xué)術(shù)研究起步較晚,而現(xiàn)實情況復(fù)雜多變,不少問題都還未得到理論解釋,這同時也為后續(xù)研究者提供了挑戰(zhàn)和機會。 不同于前人對植入廣告描述式和案例式的理論研究,本文嘗試從當(dāng)今3G時代特有的全視頻環(huán)境視角,研究植入模式、受眾感知匹配性與廣告植入效果的關(guān)系,參照邊雅靜等(2010)的國家級課題研究方法,進行結(jié)構(gòu)化問卷設(shè)計,運用科學(xué)統(tǒng)計方法對數(shù)據(jù)進行分析解釋,并使用消費者歸因選擇數(shù)據(jù)對結(jié)論進行檢驗。 基于3個前測和一個來自305位消費者的正式調(diào)研數(shù)據(jù),通過實證研究分析,本文主要結(jié)論如下： 第一,不同植入模式獲得的植入效果不同,且品牌形象維度顯著高于購買意愿維度。植入品牌的知名度越高,其獲得的植入效果越不顯著,植入方式越明顯,獲得植入效果越顯著,媒介品牌知名度越高,植入品牌獲得的植入效果越顯著。 第二,受眾感知匹配性與廣告植入效果的關(guān)系顯著,而品牌形象維度的效果要比購買意愿維度的效果稍差。 第三,受眾感知匹配性在植入模式與植入效果的關(guān)系中的中介效應(yīng)不顯著。 第四,控制變量對廣告植入效果有顯著影響。受眾的性別、年齡、收入、日平均觀視時間均對廣告植入效果有顯著影響,而受眾的學(xué)歷對廣告植入效果的影響不顯著。 第五,影響品牌植入屬性優(yōu)化的3大因素依次為：知名媒介品牌、知名植入品牌和受眾感知匹配性。 本研究從植入層面出發(fā),并結(jié)合受眾層面因素,比較全面地研究廣告植入效果。植入模式中的植入品牌、植入媒介、植入方式具有很強的可操作性,企業(yè)廣告主和媒介提供商可以根據(jù)自身品牌的知名度和特點,遵循匹配性原則,選擇合適的方式植入到相應(yīng)的媒介中。本研究結(jié)論對植入營銷實踐有積極的參考意義。
[Abstract]:Nowadays, because of the rapid development of the Internet and mobile Internet, the mainstream media in our daily life are in addition to the traditional TV, the network video, the mobile video, the mobile bus video and the outdoor video are also full of our daily life, waiting and other fragmentary time.
At the same time, the spread of mass media is characterized by diversification and fragmentation, the effect of traditional media advertising in brand building and promotion is declining, and the living space is shrinking because of people's general disgust and escape. As a new marketing way, product placement caters to people to receive information. The characteristics of diversification and fragmentation have attracted wide attention due to its subtle, subtle and subtle characteristics, and have been widely applied in practice.
Implantable advertising has developed rapidly over the past ten years in China. It has been applied to films, television, radio, popular music, online games, social networking sites, and field activities. Foreign scholars have started the definition and classification of implantable advertisements in 1990s, the measurement of advertising effects, the audience's attitude and evaluation, and The research on factors that affect the effect of implanting advertising has been studied, and many important research conclusions are drawn. The research on implantable advertising in China is late and the number of literature is relatively small. Not only the research level is behind the foreign, but most of the research is in the stage of theoretical interpretation, and the lack of standard method design and scientific demonstration, with the development of recent years. With the development of blowout in China, some scholars have used foreign research methods for quantitative empirical research, and have achieved certain exploratory results. Because of the late start of the research on implantable advertising, the practical situation is complex and changeable, and many problems have not been explained in theory, which is also provided for the follow-up researchers. Challenges and opportunities.
Different from the predecessors' theoretical research on advertising description and case, this paper tries to study the relationship between the implanting pattern, the audience perception matching and the effect of advertising implants from the visual angle of the full video environment in the 3G era, and make a structured questionnaire design and use the scientific statistics with reference to the national research method of the 2010. Methods the data were analyzed and explained, and the consumers' attribution selection data were used to test the conclusion.
Based on the 3 pre-test and a formal survey data from 305 consumers, the main conclusions of this paper are as follows:
First, different implantation models have different implants, and the brand image dimension is significantly higher than the purchase intention dimension. The higher the brand awareness, the less significant the implantation effect is. The more obvious the implantation mode is, the more significant the implantation effect is, the higher the media brand awareness is, the more significant the implantation effect of the brand implants.
Second, there is a significant relationship between audience perception matching and advertising implant effect, while the effect of brand image dimension is slightly worse than that of purchase intention dimension.
Third, the mediating effect of audience perception matching is not significant in the relationship between implantation mode and implant effect.
Fourth, the control variables have a significant impact on the effect of advertising implantation. The gender, age, income and daily average view time of the audience have significant influence on the effect of advertising implantation, while the influence of the audience's educational background on the effect of advertising implantation is not significant.
Fifth, the 3 factors that affect the optimization of brand implantation attributes are: famous media brand, well known implant brand and audience perception matching.
This research makes a comprehensive study of the effect of advertising implantation from the level of implantation and the factors of the audience level. The implanting brand, the media, and the way of implantation have strong maneuverability in the implanting model. The advertisers and media providers can follow the matching principle and choose the appropriate principle according to the popularity and characteristics of their own brands. The conclusion of this study has a positive reference value for implant marketing practice.

【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F713.8

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本文編號：1875243