植入广告专题讲座.ppt

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,资料仅供参考,不当之处，请联系改正。,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,资料仅供参考,不当之处，请联系改正。,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,资料仅供参考,不当之处，请联系改正。,T,o achieve the subtle promotion it deliberately(故意地)place products or logo in television drama,games.,It much better than hard selling because the audience is disgusted with the advertising.,Real implanted,Style implanted,Overall implanted,Cultural implanted,Types of product placement,South Korean drama“dae jang geum”,（大长今）is a typical example.With the introduction of Korean food,acupuncture（针灸）method,south Korean clothing,architecture,moral,the Korean culture analogism,it start known by the audience.,Because the profit is handsome so they always want to place in the film.On the contray,they might receive the negative response when they place in a poor time.It can not relate it to the film just a advertisement.,To succeed in place product brand,integrating operation is the best choice,but it needs collaborative and cooperate.,Place product is not suitable for depth persuade and for direct reason appeal or function,Not any enterprise and products can make place product,some new products which lack of awareness of customer is not suitable,A good place product of commodities must be close to the program and brand it should integration with the program,T,he value of the program should be the same as the brand value,the targer audience is common with the target consumers.in this way can this adverstising has it own value.,The most important one is program,adverstising is second to it,