广告植入方式及植入商品类型对广告效果的影响
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摘要
随着新技术的发展以及国家相关法令对广告时间的限制使得传统广告费用迅速飙升,其传播效果和受众范围已经严重下滑。于是,广告主不得不寻找和开发新的营销模式来宣传其产品。
植入式广告是近年来在世界范围内较为普遍使用的一种广告形式。所谓植入式广告就是有目的、有计划的将品牌或服务等隐蔽性的融入到电影、电视、音乐视频、网络游戏等多种媒介当中,达到宣传品牌或服务的目的。成功的植入式广告能通过与情节或情境的自然巧妙融合,使受众在不知不觉中增加其偏好度,与传统广告相比,费用不高,但又能达到一定的宣传效果。
产品植入到媒介之后,广告主最关心的就是植入效果如何?本文从四部电影中选取了四个植入式广告作为实验材料,涉及服饰、汽车、通讯、饮料共四个门类,就其植入方式的不同而产生传播效果的不同进行实证研究,得出以下结论：
1.视觉—听觉植入和听觉植入的再认率优于单纯的视觉植入；
2.对植入式广告态度整体评估较低；
3.听觉植入比视觉植入和视觉—听觉植入的接受度高；
4.植入式广告能增加部分被试对品牌的购买或使用几率。
广告的植入与广告主、制作方及消费者的利益息息相关,希望研究能为广告主和制作方在植入广告时提供一定的参考和借鉴。使得既能给广告主和影视制作方带来丰厚的收益,又不侵害消费者的利益,为媒介的发展提供一个良好、和谐的环境。
With the development of new technologies and the national policy restricts on advertising of traditional advertisement, so the costs of traditional advertisement growed up, due to the time constraints, the results of communication worse than ever before. Thus, advertisers have to find a new marketing model to promote their products.
In recent years, product placement is the one of the common forms of advertising. The product placement is the purpose of which planned into television, music videos, online games and other media, to promote a brand or service purposes. Successful product placement is the integration of the natural circumstances and the products, it can unconsciously increase audiences'preference, compared with traditional advertisement, the cost is not high, and it can achieve the desired of marketing results perfectly.
Placed into the media, advertisers are concerned about how effective that is implanted? I Selected four product placement in four films as the experimental materials, it involved in the apparel, automotive, drinks and communications about four categories, I just find the different implanted ways results in different empirical studies, the results as follow:
1. Visual-auditory and auditory implants are superior to visual implant;
2. The estimate of attitude towards product placement is low;
3. The acceptance of auditory implants is higher than visual-auditory and visual implant;
4. Product placement can increase probability of purchase.
The relationship between advertisers, producers and consumers is very closed, the study hope to provide some advises for advertisers and producers in the placement. It can bring huge profits for advertisers and producers, it's not against the interests of consumers and provide a good and harmonious environment for the development of media.
植入式广告是近年来在世界范围内较为普遍使用的一种广告形式。所谓植入式广告就是有目的、有计划的将品牌或服务等隐蔽性的融入到电影、电视、音乐视频、网络游戏等多种媒介当中,达到宣传品牌或服务的目的。成功的植入式广告能通过与情节或情境的自然巧妙融合,使受众在不知不觉中增加其偏好度,与传统广告相比,费用不高,但又能达到一定的宣传效果。
产品植入到媒介之后,广告主最关心的就是植入效果如何?本文从四部电影中选取了四个植入式广告作为实验材料,涉及服饰、汽车、通讯、饮料共四个门类,就其植入方式的不同而产生传播效果的不同进行实证研究,得出以下结论：
1.视觉—听觉植入和听觉植入的再认率优于单纯的视觉植入；
2.对植入式广告态度整体评估较低；
3.听觉植入比视觉植入和视觉—听觉植入的接受度高；
4.植入式广告能增加部分被试对品牌的购买或使用几率。
广告的植入与广告主、制作方及消费者的利益息息相关,希望研究能为广告主和制作方在植入广告时提供一定的参考和借鉴。使得既能给广告主和影视制作方带来丰厚的收益,又不侵害消费者的利益,为媒介的发展提供一个良好、和谐的环境。
With the development of new technologies and the national policy restricts on advertising of traditional advertisement, so the costs of traditional advertisement growed up, due to the time constraints, the results of communication worse than ever before. Thus, advertisers have to find a new marketing model to promote their products.
In recent years, product placement is the one of the common forms of advertising. The product placement is the purpose of which planned into television, music videos, online games and other media, to promote a brand or service purposes. Successful product placement is the integration of the natural circumstances and the products, it can unconsciously increase audiences'preference, compared with traditional advertisement, the cost is not high, and it can achieve the desired of marketing results perfectly.
Placed into the media, advertisers are concerned about how effective that is implanted? I Selected four product placement in four films as the experimental materials, it involved in the apparel, automotive, drinks and communications about four categories, I just find the different implanted ways results in different empirical studies, the results as follow:
1. Visual-auditory and auditory implants are superior to visual implant;
2. The estimate of attitude towards product placement is low;
3. The acceptance of auditory implants is higher than visual-auditory and visual implant;
4. Product placement can increase probability of purchase.
The relationship between advertisers, producers and consumers is very closed, the study hope to provide some advises for advertisers and producers in the placement. It can bring huge profits for advertisers and producers, it's not against the interests of consumers and provide a good and harmonious environment for the development of media.
引文
[1](美)米切尔·舒德森著.陈安全译.广告-艰难的说服[M].华夏出版社,2001,11-1.
[2]Baker, Michael J. and Hazel A. Crawford. Product Placement[M]. U.S.A.:University of Strathclyde, Glasgow, Scotland, 1995.
[3]Carrie La Ferle and Steven M. Edwards. Product Placement—ow Brands Appear on Television[J],2006,35,65-86.
[4]陈相雨.电影隐形广告的发展空间及效果瓶颈[J].现代商业,2008,5.
[5]陈友庆.对消费者广告态度的调查与思考[J].江苏教育学院学报(社会科学版),2002,58-61.
[6]周颖.中国植入式广告定位研究[D].吉林大学硕士学位论文,2008.
[7]祖婕.影视作品中植入式广告传播效果研究[D].上海交通大学硕士学位论文,2009.
[8]石文典,钟高峰,鲁直.阂下知觉和隐形广告的作用及启动效应研究[J].心理科学,2005,28(3),683-685.
[9]Gibson, B., & Maurer, J.. Cigarette smoking in the movies:The influence of product placement on attitude toward smoking and smokers[J]. Journal of Applied Social Psychology, 2000, 30, 1457-1473.
[10]Ong, B. S., & Meri, D.. Should product placement in movies be banned?[J]. Journal of Promotion Management,1994,2(3-4),159-173
[11]Babin, L. A., & Carder, S.T.. Advertising via the box office:Is product placement effective?[J]. Journal of Promotion Management, 1996,3,31-51.
[12]Gupta, Pola B., Siva K. Balasubramanian, and Michael L. Klassen Viewers, Evaluations of Product Placements in Movies:Public Policy Issues and Managerial Implications[J]. Journal of Current Issues and Research in Advertising,2000,22,41-52.
[13]Karrh, Katherine Toland Frith, and Coy Callison Audience Attitudes Towards Brand (Product) Placement: Singapore and the United States[J]. International Journal of Advertising, 2001,20,3-4.
[14]Gupta, P. B., & Lord, K. R.. Product placement in movies:The effect of prominence and mode on recall[J]. Journal of Current Issues and Research in Advertising, 1998,20, 45-59.
[15]Brennan, I., Dubas, K. M.,&Babin, L. A.. The influence of product-placement type and exposure time on product-placement recognition[J]. International Journal of Advertising,1999,18,323-337.
[16]Ferraro, R., & Avery, R. J.. Brand appearance on prime-time television[J]. Journal of Current Issues and Research in Advertising, 2000, 22,1-15.
[17]Guinn, T. C, & Shrum, L.J.. The role of television in the construction of consumer reality[J]. Journal of Consumer Research, 1997,23,278-294.
[18]Sargent, J. D., Tickle, J. J., Beach, M. L., Dalton, M. A., Ahrens, M. B., & Heatherton, T. F..Brand appearances in contemporary cinema films and contribution to global marketing of cigarettes[J]. Lancet,2001,357,29-32.
[19]于春园.我国互联网植入式营销传播研究[D].苏州大学硕士研究学位论文,2008.
[20]金摞美,柳承烨.韩国植入式广告的现状与快速发展政策[J].营销传播论坛,2011,4,29-33.
[21]赵兵辉.植入式广告研究[D].暨南大学硕士学位论文,2007.
[22]郭晓灵.基于网络社区的电视隐性广告植入模式研究[D].复旦大学硕士学位论文,2008.
[23]Gould, S. J., Gupta, P. B.,&Grabner-Krauter, S.. Product placements in movies: Across-cultural analysis of Austrian, French and American consumers'attitudes toward this emerging international promotional medium[J]. Journal of Advertising, 2000,29, 41-59.
[24]Von Restorff, H.. Uber die wirkung von bereichsbildungen in spurenfeld. About the effects of the formation of categories in fields of small entities[J]. Psychologisch Forschung, 1933,18,299-342.
[25]Sheppard, A.. Children's understanding of television programmes:Three exploratory studies[J]. Current Psychology, 1994, 13,124-137.
[26]Huston, A. C, Wright, M. C, Kerkman, D., & Peters, S. M..Development of television viewing patterns in early childhood:A longitudinal investigation[J]. Developmental Psychology, 1990,26,409-19.
[27]张磊.从变形金刚看我国电影的植入营销[J].商业经济,2008,6.
[28]Law. S. & Braun, K. A.. I'll have what she's having:Gauging the impact of product placements on viewers[J]. Psychology and Marketing, 2000, 17,1059-1075.
[29]樊志育.广告效果测定技术[M].上海,上海人民出版社,2000,7-15.
[30]Gupta, P. B., & Gould, S.J..Consumers'perceptions of the ethics and acceptability of product placements in movies:Product category and individual differences[J]. Journal of Current Issues and Research in Advertising, 1997, 19,37-50.
[31]Babin, Laurie A. and Sheri Thompson Carder. Viewers Recognition of Brands Placed within a Film[J]. International Journal of Advertising, 1996,15,140-151.
[32]DeLorme, Denise E., and Leonard N. Reid, Moviegoers, Experience and Interpretations of Brands in Films Revisited[J]. Journal of Advertising, 1999,28,71-95.
[33]Nebenzahl, I. D., & Secunda, E.. Consumers attitudes toward product placement in movies[J]. International Journal of Advertising, 1993,1-19.
[34]Gupta and Stephen Gould. Consumers, Perceptions of the Ethics and Acceptability of Product Placements in Movies:Product Category and Individual Differences[J]. Journal of Current Issues and Research in Advertising, 1997,19,37-50.
[35]Russell, C. A..Investigating the effectiveness of product placements in television shows:The role of modality and plot connection congruence on brand memory and attitude[J]. Journal of Consumer Research,2002, 306-317.
[36]Siva K. Balasubramanian, James A. Karrh and Hemant Patwardhan. Audience to Product Placements:An Integrative Framework and Future Research Agenda[J]. Journal of Advertising,2006,35,115-141.
[37]L. J.Shrum.Television and persuasion:Effects of the programs between the ads[J]. Psychology & Marketing, 1999,16,119-140.
[38]Vollmers, S., & Mizerski, R.. A review and investigation into the effectiveness of product placements in films[J]. American Academy of Advertising, 1994,97-102.
[39]单盛文.植入性广告运用模式与策略研究[J].现代商贸工业,2009,11,95-96.
[40]徐婷.从传播学角度解读影视作品中的植入式广告[J].东南传播,2009,2,72-73.
[41]陈璐.广告植入还需讲求技巧——观众为何买账植入式广告[J].现代广告,2009,2,50-51.
[42]谭文若,章珩.电影植入式广告受众逆反心理的成因及消解[J].广西师范大学学报,2009,6,169-171.
[43]周子渊.植入式广告的受众注意研究[J].商场现代化,2005,10,204-205.
[44]张峰筠,肖毅.电视直播体育赛事背景广告曝光效果的实例分析[J].心理学报,2009,33,27-30.
[45]华晓惠,吴家舵.体育赛事背景广告与专题广告再认效果研究[J].心理科学,2009,32,1455-1458.
[46]张芬芳.春节联欢晚会植入式广告关注度研究——以2006年中央电视台春节联欢晚会为例[D].江西师范大学硕士学位论文,2006.
[47]胡鸿影.当“节目”遇到“广告”——从2010年央视春晚看植入式广告传播策略[J].东南传播,2010,3,101-103.
[48]王伟光.析隐性广告中的若干法律问题[J].东南传播,2010,3,54-55.
[49]严晓青,李晓博,邹彤.《丑女无敌》：植入式广告营销模式的新探索[J].新闻界,2009,193-194.
[50]金若沙.电影植入式广告的传播效果研究——以《疯狂的石头》为例[J].现代广告,2010,1,60-61.
[2]Baker, Michael J. and Hazel A. Crawford. Product Placement[M]. U.S.A.:University of Strathclyde, Glasgow, Scotland, 1995.
[3]Carrie La Ferle and Steven M. Edwards. Product Placement—ow Brands Appear on Television[J],2006,35,65-86.
[4]陈相雨.电影隐形广告的发展空间及效果瓶颈[J].现代商业,2008,5.
[5]陈友庆.对消费者广告态度的调查与思考[J].江苏教育学院学报(社会科学版),2002,58-61.
[6]周颖.中国植入式广告定位研究[D].吉林大学硕士学位论文,2008.
[7]祖婕.影视作品中植入式广告传播效果研究[D].上海交通大学硕士学位论文,2009.
[8]石文典,钟高峰,鲁直.阂下知觉和隐形广告的作用及启动效应研究[J].心理科学,2005,28(3),683-685.
[9]Gibson, B., & Maurer, J.. Cigarette smoking in the movies:The influence of product placement on attitude toward smoking and smokers[J]. Journal of Applied Social Psychology, 2000, 30, 1457-1473.
[10]Ong, B. S., & Meri, D.. Should product placement in movies be banned?[J]. Journal of Promotion Management,1994,2(3-4),159-173
[11]Babin, L. A., & Carder, S.T.. Advertising via the box office:Is product placement effective?[J]. Journal of Promotion Management, 1996,3,31-51.
[12]Gupta, Pola B., Siva K. Balasubramanian, and Michael L. Klassen Viewers, Evaluations of Product Placements in Movies:Public Policy Issues and Managerial Implications[J]. Journal of Current Issues and Research in Advertising,2000,22,41-52.
[13]Karrh, Katherine Toland Frith, and Coy Callison Audience Attitudes Towards Brand (Product) Placement: Singapore and the United States[J]. International Journal of Advertising, 2001,20,3-4.
[14]Gupta, P. B., & Lord, K. R.. Product placement in movies:The effect of prominence and mode on recall[J]. Journal of Current Issues and Research in Advertising, 1998,20, 45-59.
[15]Brennan, I., Dubas, K. M.,&Babin, L. A.. The influence of product-placement type and exposure time on product-placement recognition[J]. International Journal of Advertising,1999,18,323-337.
[16]Ferraro, R., & Avery, R. J.. Brand appearance on prime-time television[J]. Journal of Current Issues and Research in Advertising, 2000, 22,1-15.
[17]Guinn, T. C, & Shrum, L.J.. The role of television in the construction of consumer reality[J]. Journal of Consumer Research, 1997,23,278-294.
[18]Sargent, J. D., Tickle, J. J., Beach, M. L., Dalton, M. A., Ahrens, M. B., & Heatherton, T. F..Brand appearances in contemporary cinema films and contribution to global marketing of cigarettes[J]. Lancet,2001,357,29-32.
[19]于春园.我国互联网植入式营销传播研究[D].苏州大学硕士研究学位论文,2008.
[20]金摞美,柳承烨.韩国植入式广告的现状与快速发展政策[J].营销传播论坛,2011,4,29-33.
[21]赵兵辉.植入式广告研究[D].暨南大学硕士学位论文,2007.
[22]郭晓灵.基于网络社区的电视隐性广告植入模式研究[D].复旦大学硕士学位论文,2008.
[23]Gould, S. J., Gupta, P. B.,&Grabner-Krauter, S.. Product placements in movies: Across-cultural analysis of Austrian, French and American consumers'attitudes toward this emerging international promotional medium[J]. Journal of Advertising, 2000,29, 41-59.
[24]Von Restorff, H.. Uber die wirkung von bereichsbildungen in spurenfeld. About the effects of the formation of categories in fields of small entities[J]. Psychologisch Forschung, 1933,18,299-342.
[25]Sheppard, A.. Children's understanding of television programmes:Three exploratory studies[J]. Current Psychology, 1994, 13,124-137.
[26]Huston, A. C, Wright, M. C, Kerkman, D., & Peters, S. M..Development of television viewing patterns in early childhood:A longitudinal investigation[J]. Developmental Psychology, 1990,26,409-19.
[27]张磊.从变形金刚看我国电影的植入营销[J].商业经济,2008,6.
[28]Law. S. & Braun, K. A.. I'll have what she's having:Gauging the impact of product placements on viewers[J]. Psychology and Marketing, 2000, 17,1059-1075.
[29]樊志育.广告效果测定技术[M].上海,上海人民出版社,2000,7-15.
[30]Gupta, P. B., & Gould, S.J..Consumers'perceptions of the ethics and acceptability of product placements in movies:Product category and individual differences[J]. Journal of Current Issues and Research in Advertising, 1997, 19,37-50.
[31]Babin, Laurie A. and Sheri Thompson Carder. Viewers Recognition of Brands Placed within a Film[J]. International Journal of Advertising, 1996,15,140-151.
[32]DeLorme, Denise E., and Leonard N. Reid, Moviegoers, Experience and Interpretations of Brands in Films Revisited[J]. Journal of Advertising, 1999,28,71-95.
[33]Nebenzahl, I. D., & Secunda, E.. Consumers attitudes toward product placement in movies[J]. International Journal of Advertising, 1993,1-19.
[34]Gupta and Stephen Gould. Consumers, Perceptions of the Ethics and Acceptability of Product Placements in Movies:Product Category and Individual Differences[J]. Journal of Current Issues and Research in Advertising, 1997,19,37-50.
[35]Russell, C. A..Investigating the effectiveness of product placements in television shows:The role of modality and plot connection congruence on brand memory and attitude[J]. Journal of Consumer Research,2002, 306-317.
[36]Siva K. Balasubramanian, James A. Karrh and Hemant Patwardhan. Audience to Product Placements:An Integrative Framework and Future Research Agenda[J]. Journal of Advertising,2006,35,115-141.
[37]L. J.Shrum.Television and persuasion:Effects of the programs between the ads[J]. Psychology & Marketing, 1999,16,119-140.
[38]Vollmers, S., & Mizerski, R.. A review and investigation into the effectiveness of product placements in films[J]. American Academy of Advertising, 1994,97-102.
[39]单盛文.植入性广告运用模式与策略研究[J].现代商贸工业,2009,11,95-96.
[40]徐婷.从传播学角度解读影视作品中的植入式广告[J].东南传播,2009,2,72-73.
[41]陈璐.广告植入还需讲求技巧——观众为何买账植入式广告[J].现代广告,2009,2,50-51.
[42]谭文若,章珩.电影植入式广告受众逆反心理的成因及消解[J].广西师范大学学报,2009,6,169-171.
[43]周子渊.植入式广告的受众注意研究[J].商场现代化,2005,10,204-205.
[44]张峰筠,肖毅.电视直播体育赛事背景广告曝光效果的实例分析[J].心理学报,2009,33,27-30.
[45]华晓惠,吴家舵.体育赛事背景广告与专题广告再认效果研究[J].心理科学,2009,32,1455-1458.
[46]张芬芳.春节联欢晚会植入式广告关注度研究——以2006年中央电视台春节联欢晚会为例[D].江西师范大学硕士学位论文,2006.
[47]胡鸿影.当“节目”遇到“广告”——从2010年央视春晚看植入式广告传播策略[J].东南传播,2010,3,101-103.
[48]王伟光.析隐性广告中的若干法律问题[J].东南传播,2010,3,54-55.
[49]严晓青,李晓博,邹彤.《丑女无敌》：植入式广告营销模式的新探索[J].新闻界,2009,193-194.
[50]金若沙.电影植入式广告的传播效果研究——以《疯狂的石头》为例[J].现代广告,2010,1,60-61.