品牌赛事植入实效研究——以大学生广告艺术节学院奖为例  

Research on Effectiveness of Product Placement Advertising: Case Study of College Student Advertising Academy Award in China

作　　者：郑欢[1] 沈月[2] Zheng Huan Shen Yue

机构地区：[1]上海师范大学广告学系 [2]上海师范大学

出　　处：《广告大观（理论版）》2016年第6期54-65,共12页Journal of Advertising Study

摘　　要：植入学生赛事已成为品牌主向大学生群体开展营销的常规手段之一。品牌主希望通过成为比赛命题品牌,让目标受众在比赛过程中认识并了解品牌,从而提升品牌的市场份额。然而作为一种营销策略,显效与潜在效应、即效与长远效应,应该是品牌主考量营销策略效果的综合指标。因此,本文以中国广告协会学院奖为研究对象,通过抽样调查方式,对品牌主通过命题品牌植入大学生广告赛事的营销策略做实效研究,获得的研究结果可作为品牌主进一步营销决策之参考。Product placement in student competitions is one of the usual ways for brands to sell themselves to college students. These brands intend to increase their marketing shares by making the participants know and get familiar with them during the competitions. However, when brands measure the effectiveness of this marketing strategy, the obvious effects and potential effects, the immediate effects and long-term effects should be considered as the comprehensive index. Thus, the Chinese College Advertising Academy Award is taken on as the object of this research. By sampling survey, this research measures the effectiveness of product placement in student competitions, as a marketing strategy. And the results from it can be taken as a reference by brands when they need to develop more marketing strategies.

关 键 词：学院奖 命题品牌 参赛学生 卷入度 

分 类 号：F274[经济管理—企业管理]