复杂媒介环境下的新型传播之道:植入式广告

Implantable Advertising:A New Media Method under Complicated Medium Environment

媒介环境复杂且投放成本加大,使得广告的效益呈下降趋势,研究植入式广告营销的策略成为商家优先考虑的选择。植入式广告把产品及其服务本身具有代表性的视听品牌符号融入影视或舞台产品中,给观众留下相当深刻的印象。把商品融入这些娱乐方式的做法往往比硬性推销的效果好得多,因此植入式广告营销成为一种高效的信息传播方式。本文阐述了植入式广告的概念、主要形式、基本思想,并且结合植入式广告理论,提出了在实际营销活动中有效地运用植入式广告的策略。

The complicated medium environment and increased cost,have made the advertising marketing benefits dropped.Research on implantable advertising becomes a first choice of businessmen.Implantable advertising puts the products and its service into the audio-visual brand symbol in film and stage of product,which can bring deep impression to audiences.Thus,this kind of method has better results than hard sale.This paper explains the concept,basic form and main implantable advertising form.It proposes the practical marketing activity on how to effectively using implantable advertising strategies.