相得益彰抑或两败俱伤?——关于植入式广告的一点思考

Win-win or "Lose-lose"——Reflection on Product Placement

植入式广告异军突起成为一股不可忽视的力量,然而,如何植入、怎样植入才能发挥广告的最佳效果,却值得我们深思与探讨。应对的上策是:正确处理植入式广告的广告主与载体之间的博弈关系,在整合营销传播的大背景下选择发挥植入式广告最佳效果的方法。

Product placement has popped up to be an important marketing force, although much research needs to be done in its approaches and effects. It is held that the gaming relationship between advertisers and carriers be properly handled and that due attention be paid to the background of integrated marketing communications （IMC）.