试析“傍焦营销”的特点、机遇与迷局——以影视热播节目为例

On the Characteristic, Puzzle and Opportunities of the Alongside Coke Marketing: A Case Study of Hit shows

影视热播节目具有社会关注人数多和层面广的特点,是一些产品和品牌"傍焦营销"经常借用的焦点。从目前对影视热播节目的傍焦营销案例中可以发现,这种营销方式对于借力的产品和品牌有不错的宣传效果,对于热播节目也会产生积极的作用。而提升对社会焦点的敏感度、提高策划能力、培养快速反应能力是破解傍焦营销存在迷局的关键。

The film and TV hit shows are concerned by numbers of people from multi-level, and used for marketing by some products and brands. From the current alongside coke marketing case, it can be found that this marketing approach has a good publicity for products, brands and the hit shows. To enhance sensitivity to the social focus, improve planning ability, culture and rapid response capability are the ways to break the puzzle of the alongside coke marketing.