PPL광고 사례 분석(영문)
- 등록일 / 수정일
- 페이지 / 형식
- 자료평가
- 구매가격
- 2013.03.29 / 2019.12.24
- 19페이지 / pptx (파워포인트 2007이상)
- 평가한 분이 없습니다. (구매금액의 3%지급)
- 1,500원
최대 20페이지까지 미리보기 서비스를 제공합니다.
자료평가하면 구매금액의 3%지급!
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추천 연관자료
- 목차
-
1.Introduction
2.Figure & Ground
3.Subliminal Perception
4.Approval (with Pros)
5.Disapproval (with Cons)
6.Conclusion(Prospect)
- 본문내용
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Product Placement
(Embedded Marketing)
form of advertisement where branded goods or services are placed in a context usually devoid of ads, such as movies, music videos, the story line of television shows, or news programs.
PPL is relavant to Figure & Ground
When viewer see some program he/she can find that program is ground and advertisment is figure
Increasing Brand Image
Cost Effective
Shows products strength naturally through the story.
Increasing consumers recognition
Overcome Zapping
If PPL is unsuitable with the specific drama or movies, it can be a problem.
Bad PPL would interrupts both the story and advertisement.
It can interrupt the pureness of the Cinematic.
Excessive intervention of a sponsor could impede the quality of the drama.
A consumer point of view
Increasing consumer’s mindshare
Latest trends
Repulsion
A company point of view
Can overcome the problem of zapping
Helping consumers to raise brand awareness
Lowing advertisement cost
When company uses PPL, It is important that PPL Does not interfere with the flow of the program.
Avoid excessively commercial exposure.
Consumers should accept PPL selectively.
- 참고문헌
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http://www.tvreport.co.kr/?c=news&m=newsview&idx=213157 http://bluemarbles.tistory.com/1511 http://blog.naver.com/PostView.nhn?blogId=idnose&logNo=30044366792 http://blog.naver.com/PostView.nhn?blogId=wavesmart&logNo=30114779264 http://blog.naver.com/PostView.nhn?blogId=wavesmart&logNo=30114779264 http://cafe.daum.net/2178797/GWxQ/73?docid=cH9h|GWxQ|73|20040916193642&q=PPL%20%B3%ED%B6%F5 http://chungnamsisa.com/detail.php?number=25239 http://www.pdjournal.com/news/articleView.html?idxno=26593# http://www.edaily.co.kr/news/NewsRead.edy?newsid=02505926599495464&SCD=DC14&DCD=A00204
Consumer behavior 10th edition
http://www.kocca.kr/knowledge/report/kocca/__icsFiles/afieldfile/2012/01/18/s09T2kjBpEIh.pdf
김상훈(2001). TV 간접광고에 대한 인식 및 운용 방안에 관한 연구. 광고학연구, 12, 7-29.방송위원회 보도자료: 2004.7.8중앙일보:2004. 7. 8.http://news.joins.com/et/200407/08/200407081925218071a000a400a410.html
세계일보: 2004. 8.16http://www.sgt.co.kr/Service5/ShellView.asp?SiteID=&OrgTreeID=1304&TreeID=1300&Pcode=0007&DataID=200408161544000096
Anonymous. (1984). Madison Avenue Meets Hollywood. American Film. November. pp.138.Avery, R. J., &Ferraro, R.(2000), Verisimilitude or advertising? Brand appearance on prime-time television. Journal of Consumer Affairs, 34, pp.217-244.Babin, L. A., &Carder, S. T.(1996a), Advertising via the box office: Is product placement effective? Journal of Promotion Management, 3, pp.31-51.Babin, L. A., &Carder, S. T.(1996b), Viewers' recognition of brands placed within a film. International Journal of Advertising, 15, pp.140-151.Bachman, K.(2004), Zenith signs up for Nielsen Place*Views Research. Brandweek.com. pp.10-11.Balasubramanian, S. K.(1994), beyond advertising and publicity: Hybrid messages and public policy issues. Journal of Advertising, 23, pp.29-46.Bennett, M., Pecotich, A., &Putrevu, S.(1999), The influence of warning on product placement. European Advances in Consumer Research, 4, pp.193-200.Bhatnagar, N., Aksoy, L., &Malkoc, S. A.(2004), Embedding brands with media content: The impact of message, media, and consumer characteristics on product placement efficacy. In L. J. Shrum (Ed.), The psychology of entertainment media: Blurring the lines between entertainment and persuasion(pp.99-116). Mahwah, NJ: Lawrence Erlbaum Associates. Brennan, I., Dubas, K. M., &Babin, L. A.(1999), The influence of product-placement type &exposure time on product-placement recognition. International Journal of Advertising, 18, pp.323-337. Butler, L. T., &Berry, D. C.(2001), Transfer effects in implicit memory and consumer choice. Applied cognitive Psychology, 15, pp.587-601. Chung, S., &Szymanski, K.(1997), Effects of brand name exposure on brand choices: An implicit memory perspective. Advances in Consumer Research, 24, pp.288-294. d'Astous, A., &Chartier, F.(2000), a study of factors affecting consumer evaluations and memory of product placements in movies. Journal of Current Issues and Research in Advertising, 22, pp.31-40.
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