植入式广告:品牌营销传播的新模式  

Implantable Advertising: New Model of the Marketing Spread of Brand

作　　者：侯兴军[1] 曹林 杜虎[1] 

机构地区：[1]山东大学管理学院,山东济南250100 [2]湖北鄂州沼山镇政府,湖北鄂州436061

出　　处：《经济与管理》2010年第1期60-63,共4页Economy and Management

摘　　要：在植入式广告与媒介载体互不排斥的条件下,利用植入式广告打造品牌整合营销传播体系是实践和理论界面临的新课题。植入式广告运营主要从场景、对白、情节和形象等四种植入模式来打造品牌传播体系,通过整合传播体系正向强化品牌形象。同时,为了更好地扩大植入式广告对品牌的正向传播效应,需要通过市场反应和PVI模型对植入式广告的效果作出控制和评价。Under the condition that the implantable advertising are not exclusive from other medias, using the implantable advertising to integrate brand marketing spread system is the new item in the practical and theoretical fields. The operation of implantable advertising is used to build the brand marketing spread system primarily from the scene, dialogue, plots and images aspects, and the brand image is integrated by integrated marketing communication. At the same time, in order to expand the positive spread effects of implanted advertising, we need to make control and evaluation on implanted advertising through the market reaction and PVI model.

关 键 词：植入式广告 品牌传播 整合营销传播 

分 类 号：F274[经济管理—企业管理]