基于产品类别和植入类型的显著的植入式广告效果研究

发布时间：2018-03-12 20:26

本文选题：植入式广告　切入点：产品类别　出处：《中国人民大学》2008年硕士论文　论文类型：学位论文

【摘要】： 国内外传统商业广告市场发展速度渐缓,针对各类媒体广告销售的新法规出台和付费电视的出现,传统商业广告的发展空间将在很大程度上受到限制,加上当今社会信息传播的泛滥和传统商业广告质量良莠不齐,更加剧了受众的主动抗拒和逃离。植入式广告作为一种温和的,非强迫的信息传播方式,正在迅速成为电影、电视、晚会活动等媒体的新收入增长点,并被很多企业的市场营销人员视为重要且有效的营销传播手段。植入式广告在过去十多年时间里得到迅速的发展,并被广泛应用于电影、电视、广播、流行小说、音乐CD、电脑游戏、现场活动等各类媒体,但其理论研究水平却落后于实践。现存关于植入式广告的研究文献仅有大约十多年的历史,而且文献数量不是很丰富,但却为后续研究者提出了更多的挑战和机会。不少国外学者从上世纪90年代开始对植入式广告进行了定义和分类、广告效果测量、受众的态度和评价、影响其效果的因素分析等方面的研究,并得到了很多重要的研究结论。国内植入式广告研究开展较晚,不仅研究水平落后于国外,文献数量较少,而且大部分研究都缺乏规范的方法设计和科学论证,但随着近几年植入式广告在国内的迅猛发展,也有部分学者借鉴国外的研究方法开始尝试定量实证研究,并取得了一定的探索性成果。正是由于植入式广告学术研究开展的时间不久,而现实情况却复杂多变,因此该领域内的不少问题都还未得到理论解释。本研究从产品类别角度出发,基于商品学派按照品牌差异性和购买卷入度对产品的分类,研究了便利品、选购品和特殊品三类产品运用视觉、听觉、情节三种不同植入类型时,其显著的植入式广告效果将有怎样的差异。研究首先从近年来上映的著名商业电影中挑选出多组含有植入式广告的片段,并利用问卷调研的方法对这些植入式广告片段进行产品类别、植入类型和显著程度三个方面的筛选。最终筛选出的影片片段将被制作成剪辑在课堂上向在校大学生或通过网络向自愿参加调研的电影爱好者播放,以了解他们在观看了不同产品类别和植入类型的显著的植入式广告片段后,其品牌回忆、品牌态度和购买意向三方面的广告效果如何。研究采用3(便利品、选购品、特殊品)×3(视觉植入、听觉植入、情节植入)的被试者内实验设计(within-subjects design),所有参与实验的被试者都完整观看影片剪辑并接受调研以获取数据。数据分析结果验证了研究中提出的大部分假设,不同产品类别的植入式广告品牌回忆没有显著区别,而品牌态度和购买意愿则差异显著,不同植入类型的植入式广告则在三个方面都具有显著差异。同时研究也对被试者个人信息与植入式广告的总体效果进行了分析,发现男性受众的品牌态度和购买意愿都明显高于女性,年龄越大的受众品牌回忆和购买意愿越低,而观看电影频繁的受众更容易注意到并记住影片中的植入式广告。根据文献回顾和数据分析结果,研究提出了几点营销建议。而针对研究中存在的不足,文章结尾也为后续研究者提供了改进建议。本研究的贡献在于一方面较为全面地回顾和评析了国内外主要的植入式广告学术研究文献,对后续研究具有帮助和借鉴意义,同时针对国内植入式广告研究水平严重落后的现状,做出探索性贡献;另一方面,研究从产品类别角度出发,通过被试者内实验设计分析不同产品类别和植入类型的显著的植入式广告效果差异,丰富了植入式广告的研究方向和角度。产品类别和植入类型两个影响植入式广告效果的变量具有很强的操作性,因此研究的结论也能为企业广告主和电影制造商提供较为实际和具体的建议。
[Abstract]:The domestic and foreign development speed of traditional commercial advertising market gradually slowed, the new regulations for all kinds of media advertising sales and the introduction of pay TV, the development space of traditional commercial advertisements will be restricted to a large extent, coupled with today's social information communication and the spread of the traditional commercial advertising quality more active play uneven in quality, resist and escape from the audience the Product placement. As a mild, non aggressive way of dissemination of information, is rapidly becoming a movie, TV, new revenue growth in the party activities and other media, and by many enterprise marketing staff as an important and effective means of marketing communication.
Product placement has been rapid development in the past more than 10 years, and is widely used in film, television, radio, popular novels, music CD, computer games, live events and other types of media, but the level of theoretical research lags behind the practice. The existing research literature on Product placement only about more than 10 years of history, and the number of literature is not very rich, but for the follow-up researchers put forward more challenges and opportunities. Many foreign scholars began to Product placement of definition and classification from the last century in 90s, advertising effectiveness measurement, the attitude and evaluation of factors influence its effect, and got many conclusions important research. The domestic Product placement research carried out later, not only research lags behind abroad, less literatures, and most of the studies are lack of standardized methods and Design Department Learn the demonstration, but with the rapid development in recent years Product placement, there are also some scholars referring to foreign research methods try to quantitative empirical research, and made some exploratory results. It is because of academic research carried out soon Product placement time, but the actual situation is complicated and changeable, so many problems in this field the theory has not been explained.
This study from the perspective of product categories, based on the goods in accordance with the school brand difference and purchase involvement degree classification of the product, the convenience goods, shopping goods and special goods in three categories of products, the use of visual, auditory, plot three different implant types, the significant effect of product placement will have what kind of selection differences. A group containing Product placement fragments of the recently released famous commercial films, and product categories on the Product placement fragment using the method of questionnaire investigation and screening of three aspects of implantation and a significant degree. The type selected footage will be made into the clip to college students in classroom or play to voluntarily participate in the investigation of movie lovers through the network, in order to understand them in view of the different product categories and implantation type of significant Product placement fragments after the goods How to brand recall, brand attitude and purchase intention of three aspects of the advertising effect. Of the 3 (convenience goods, shopping goods and special goods) * 3 (Visual Auditory implantation, implantation, implantation of the plot) within subjects design (within-subjects design), all of the participants the subjects watch movie clips and accept the investigation to obtain data. The results confirm most of the hypotheses put forward in the study, different product categories Product placement brand recall had no significant difference, but the brand attitude and purchase intention was significantly different implant Product placement types have a significant difference in the three aspects are analyzed at the same time also. The overall effect on the subjects of personal information and Product placement, found that the male audience of the brand attitude and purchase intention are significantly higher than female, older audience brand recall and purchase intention Is willing to lower, and frequent movie audience is more likely to notice and remember Product placement in the film. According to the literature review and data analysis, the research puts forward some marketing suggestions. For the shortcomings of the study, at the end of the article also provides improvement suggestions for future research.
The contribution of this study is a comprehensive review and analysis of the main domestic and foreign academic research literature Product placement, with help and reference for further research, at the same time, according to the present situation of Product placement domestic research level is lagging behind, make exploratory contribution; on the other hand, from the perspective of product categories of the subjects the design of experiments in the differences of different product categories and implantation type of significant Product placement effect, enrich the Product placement research direction and angle. With strong operational product categories and two types of implant effect Product placement effect variables, so the conclusion of the study can also provide a more practical and concrete suggestions for enterprises advertisers and movie makers.

【学位授予单位】：中国人民大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8

【引证文献】