影视剧中植入式广告的运作策略研究  

The Placed-in Advertising Research

作　　者：张燕[1] 

机构地区：[1]辽宁师范大学文学院广告学系

出　　处：《中国广告》2013年第6期131-133,共3页China Advertising

摘　　要：植入式广告是在影视等媒体中以一种潜移默化的形式导入产品及其服务信息的一种广告方式,它旨在给观众留下深刻印象,从而达到营销目的。结合植入式广告的发展历史、分析植入式广告目前的现状问题,提出在新时代背景下的植入式广告的运作策略,使这种特别的广告形式更好地发挥其优势。Product placement is one type of advertising which Import products and services information in a Subtle form in film and television drama. It is designed to impress the audience, so as to achieve the purpose of marketing. This paper outlines the history of the product placement, analyzes current status quo of the product placement, proposes development strategies of product placement in the new era. These strategies make product placement, a particular form of advertising, a betteP play to their strengths.

关 键 词：植入式广告 策略 影视剧 

分 类 号：F713.8[经济管理—广告]