影视剧植入式广告整合营销传播的问题与策略

发布时间：2018-03-10 05:34

本文选题：植入式广告　切入点：整合营销传播　出处：《山东师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：整合营销传播概念是由美国的大学教授唐.E.舒尔茨提出,影视剧植入式广告的整合营销传播是指植入的广告根据影视剧宣传的整个过程,与影视剧的内容进行恰当地融合,并借助各种平台、整合优势资源,进行整合传播的方式。在移动互联时代,借助在新兴的互联网与无线网络背景下诞生的新媒介,影视剧植入式广告获得全方位地发展,移动互联为植入带来更多契机。这种新的传播方式正在不断地完善和探索中,影视剧植入式广告整合营销的具体方式有哪些?在整合营销传播的过程中存在哪些问题?广告行业该如何抓住整合营销的机遇,使植入式广告在大数据时代获得更好地发展?这是本篇论文研究的主要内容。论文分四章展开论述,第一章对影视剧植入式广告的隐性、强制性、量变到质变的积累过程以及其整合营销传播的特征进行论述。第二章对影视剧植入式广告的整合传播机制进行具体论述,品牌内容营销是影视剧植入式广告传播过程中的主要方式,在这个过程中利用影视剧的内容进行广告内容的再创作,并借助明星等意见领袖的力量进行宣传。此外,介绍了影视剧植入式广告在新媒体时代利用微信、微博、视频网站进行的整合营销传播,以及具有的互动性、及时性、线上线下互联等特点,并出现了“场景+弹幕”式的新植入方式。借助新媒体平台进行植入式广告的传播迎合了整合营销传播的大趋势,具有创新性。第三章论述了在新媒体时代下影视剧植入式广告在整合营销传播过程中存在的一些问题,分别论述了在新的媒介生态环境下,利用社交媒体以及视频网站进行传播过程中存在的经济生态链不完善、传播平台的限制、整合营销过程中缺乏有效的定价体系以及植入效果评估体系的问题。面对大数据和整合营销传播的趋势,传统的广告公司面临着思维与经营模式改变的急迫性,革新是必须选择的唯一道路。其次,在影视剧植入式广告进行内容整合营销的过程中存在着植入的广告与剧情缺乏关联性,内容方面缺乏创新的问题。在新媒体的传播整合中也存在一些内容整合的问题,广告内容重复出现频率过高,不能针对固定的用户进行有效率地投放,新媒体的一些优势没有发挥出来。第四章针对第三章影视剧植入式广告整合传播过程中出现的问题并结合植入式广告自身的特点,提出具体的解决策略。影视剧植入式广告的整合营销传播正在探索中不断趋于完善,借助大数据与先进的科学技术,对受众进行更为精准地传播,提供他们需要的有价值的广告信息。整合营销的发展还需要一个过程,并需要广告行业不断进行革新,在竞合的过程中共同进步,紧跟技术变革进行创新蜕变。
[Abstract]:The concept of integrated marketing communication is put forward by Tang E. Schultz, a university professor in the United States. The integrated marketing communication of film and TV drama placement advertising refers to the proper integration of the embedded advertisement with the content of the film and TV play according to the whole process of the film and television drama propaganda. In the era of mobile interconnection, with the help of the new media born under the background of the emerging Internet and wireless network, film and TV drama embedded advertising has achieved all-round development. Mobile Internet brings more opportunities for implantation. This new communication mode is constantly improving and exploring. What are the specific ways of integrated marketing of film and TV drama placement advertising? What are the problems in the process of integrated marketing communication? How should the advertising industry seize the opportunity of integrated marketing, so that the placement of advertising in big data era to get a better development? This is the main content of this paper. The thesis is divided into four chapters. The accumulation process of quantitative change to qualitative change and the characteristics of integrated marketing communication are discussed. Brand content marketing is the main way in the process of advertising dissemination of film and television drama implantation. In this process, the content of film and television drama is used for the re-creation of advertising content, and the strength of opinion leaders such as stars is used to propagate it. In addition, This paper introduces the integrated marketing and communication of film and TV drama placement advertising in the new media era by using WeChat, Weibo, and video websites, as well as the characteristics of interactive, timely, on-line and offline interconnection, etc. And appeared the "scene project-screen" type of new implantation. With the help of the new media platform for the dissemination of placement advertising to meet the general trend of integrated marketing communication, The third chapter discusses some problems existing in the process of integrated marketing and communication of film and television drama placement advertising in the new media era, respectively, and discusses the new media ecological environment. The use of social media and video sites in the process of dissemination of the economic ecological chain is not perfect, dissemination platform constraints, In the process of integrated marketing, there is a lack of an effective pricing system and an evaluation system for the effect of implantation. In the face of the trend of big data and integrated marketing communication, the traditional advertising companies are faced with the urgency of changing their thinking and business model. Innovation is the only way that must be chosen. Secondly, there is a lack of relevance between the placement of advertisements and the plot in the process of content integration marketing. The lack of innovation in content. There are also some problems of content integration in the communication and integration of new media. Advertising content is too frequent to be delivered efficiently to fixed users. Some advantages of the new media have not been brought into play. Chapter 4th aims at the problems in the process of integrated communication of the third chapter film and television drama placement advertisements and combines the characteristics of the implanted advertisements. Put forward the concrete solution strategy. The integrated marketing communication of the film and TV drama embedded advertisement is being explored and perfected constantly. With the help of big data and advanced science and technology, we can spread the audience more accurately. To provide the valuable advertising information they need. The development of integrated marketing still needs a process, and needs the advertising industry to innovate constantly, to make common progress in the process of competition, and to innovate and transform closely with the technological changes.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;F274

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