故事影片中置入式廣告效果研究.pdf

1、對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)碩士學(xué)位論文故事影片中置入式廣告效果研究姓名：范雅婷申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：企業(yè)管理指導(dǎo)教師：傅慧芬20070501AbStractAttheendof19thcenturytheinventionofmoviegreatlyhadimpelledtheprogressofentertainmentindustry；theproductionofthemassivemovies，televisionprogramsand

2、themusichadmade900duseoftheturningpointwhenthesocialandeconomywereinantagonismandconflictMovieindustryinchinahasbeingdevelopedunceasinglytheseyears，andpeopleneedbetterlaterstagemanufactureofthefilmandtelevision，aswellast

3、hedigitaltechnologyisbeinginwidespreadutilizationThisansortsofdevelopmentenhancedthecostofmoviemanufacturesothatthestudiosneedmoresupportfromtheenterpriseswhicharcassponsorstogainmoremoneyThewayofmarketingalsoisrenewingw

4、henthemarketcompetitioniniensifies，andtheenterprisessturtusingtheintegratedniarketingstrategytocapturetheirOWlltargetmarket，inthatreasonthatProductPlacementisbeingusedasanemergingmethodTheauthorresearchedforthepurposeofd

5、iscoversthedifferenteffcctwhichiscausedbyproductplacementAndthekeyfactoristhemovieviewinginvolvementThismaysuggestmovieviewinginvolvementcanvarydependingonthedimensionofinvolvementconsideredIngeneral，Viewersexperiencingl

6、owinvolvementmoviescenesaremorelikelytecallaprominent，onsetproductplacedinamoviescencthanviewersofmoreinvolvingmoviescenesIntheend，theauthorgaveSOmeadvicetotheChineseenterpriseswhowanttoUSeproductplacementinmoviesKeyword