植入式广告策略探讨及发展趋势解析

Strategies and Development Trend of Product Placement

随着当代网络、大众传媒的不断发展,植入式广告被越来越多的应用于各种媒体。调查结果显示,植入式广告以其投入成本低、目标受众针对性强、产品及品牌信息传递较为隐匿,相较于传统广告更易于被受众所接受。本文主要探讨植入式广告在当下影视、综艺作品中的传播效果及影响因素,对植入式广告的基本特征、植入类型、广告效果,对受众产生的影响等几个维度进行分析,探索植入式广告在整个广告营销过程中起到的重要作用,并挖掘未来植入广告可能的发展趋势,以期为行业更好地了解植入广告,为企业在大众传媒中更好投放植入广告提供可行性建议。

With the development of internet and mass media,product placement is used invarious media. Survey results show that product placement is easily accepted by the audience forit's low input cost,clear target,and the information transmission of the product and brand iswell hidden.This paper mainly discusses the effects and factors in the current film and varietyshow. It analyses the basic features,types,advertising effects,and the impact on the audience.It explores its important role of product placement in the whole marketing,and find the possibledevelopment trend,in order to gain a better understanding of product placement,and providefeasible suggestions for brands achieve product placement in mass media.