摘要
随着娱乐化时代的到来,人们开始在生活中消费娱乐并在娱乐中体验消费,娱乐化成为消费趋势。广告也逐渐发展成用娱乐的方式来行销,因此,植入式广告大行其道。我们可从品牌符号意义以及整合营销传播等方面来探讨植入式广告的运作策略,分析植入式广告的构成要素和运作流程,构建出植入式广告的运作模式图,分析其发展趋势,以便能对业界更好地运用植入式广告提供借鉴。
As the entertainment era comes,people begin to become consumers who enjoy themselves in the entertainment industry.The entertainment has already become the business trend.So is the development of advertisement,and the product placement is popular.The paper discusses the content,brand symbol and the integrated marketing communication.At last,the problems that exist today in the product placement and the development trend will be indicated.This paper tries to discuss the product placement operation and module so that some implication will be provided for the advertisers.
出处
《湖南第一师范学院学报》
2011年第3期112-116,共5页
Journal of Hunan First Normal University
关键词
植入式广告
运作模式
运作策略
product placement advertising
operation model
operation strategies
