电影植入广告对品牌资产影响的研究
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摘要
在广告泛滥的年代,注意力是消费者的稀缺资源。铺天盖地的广告信息使得消费者的广告躲避行为日趋加剧,企业和媒体一直以来也都在探寻新的广告形式,思考着如何花最少的费用吸引消费者的注意力,从而加强消费者对品牌的认知。电影植入式广告起源于美国,20世纪70年代迅速风靡全球,成为一种重要的创新广告形式。伴随我国电影产业的迅速发展,电影植入式广告也得到了长足的发展,表现手法在实践的探索中也日臻成熟。
本文首先从电影植入营销效果的评估角度出发,在参考了大量文献的基础上,总结了电影植入广告效果评估的两个维度,即植入广告与电影的关联度和电影的受众认知。随后,对品牌资产的模型进行整合,选择品牌意识、品牌忠诚、品牌联想、感知质量作为品牌资产的四个维度,建立了电影植入广告对品牌资产影响的理论模型。紧接着,本文运用SPSS17.0软件对收集的数据进行相关性及回归分析,得出本文的相关结论。最后,结合本研究相关结论,就当前我国企业如何利用植入营销进行品牌建设提出了建议。
本文主要的结论有：植入广告与电影的关联度对品牌资产的四个维度产生正面影响。电影的受众认知对品牌意识和感知质量产生正面影响,但对品牌忠诚和品牌联想的影响较弱。
In the advertising flooded era, attention is becoming consumers'scarce resources. The deluge of advertising information makes the consumers'advertising escape behavior increasingly intensifies. Enterprises and Medias have been seeking new forms of advertising. They are thinking about how to spend the least cost to attract consumers'more attention, in order to strengthen the consumer brand awareness. Movie product placements originated in the United States, they swept the world quickly in 1970's, and then become an important form of advertising innovation. Along with the rapid development of film industry in our country, Movie product placements also get rapid progress. The performance practices of advertising also mature gradually through the exploration of the practice.
First, this article is studied from evaluation perspective of the Movie Product Placement Marketing effect and based on extensive literature. Then we can summarize two dimensions of the effect assessment, namely the correlation between films and Product Placement, and movie audience cognition. Secondly, the brand equity model is integrated, which choose brand awareness, brand loyalty, brand association, perception quality as the four dimensions of brand equity. Thus, the influence model of implant marketing affect brand equity is determined from the theoretical analysis. This paper uses SPSS 17.0 software to collect the data, makes correlation analysis and regression analysis, and then obtains the conclusion that implant marketing have a positive impact on brand equity. Finally, combined with related conclusions of this research, we make suggestion that how to use implant marketing to conduct brand construction in Chinese enterprises.
The main conclusions are:The correlation between films and Product Placement has positive effects on four dimensions of brand equity. Movie audience cognition has positive effects on brand awareness and perception quality, but it affects brand loyalty and brand association weakly.
本文首先从电影植入营销效果的评估角度出发,在参考了大量文献的基础上,总结了电影植入广告效果评估的两个维度,即植入广告与电影的关联度和电影的受众认知。随后,对品牌资产的模型进行整合,选择品牌意识、品牌忠诚、品牌联想、感知质量作为品牌资产的四个维度,建立了电影植入广告对品牌资产影响的理论模型。紧接着,本文运用SPSS17.0软件对收集的数据进行相关性及回归分析,得出本文的相关结论。最后,结合本研究相关结论,就当前我国企业如何利用植入营销进行品牌建设提出了建议。
本文主要的结论有：植入广告与电影的关联度对品牌资产的四个维度产生正面影响。电影的受众认知对品牌意识和感知质量产生正面影响,但对品牌忠诚和品牌联想的影响较弱。
In the advertising flooded era, attention is becoming consumers'scarce resources. The deluge of advertising information makes the consumers'advertising escape behavior increasingly intensifies. Enterprises and Medias have been seeking new forms of advertising. They are thinking about how to spend the least cost to attract consumers'more attention, in order to strengthen the consumer brand awareness. Movie product placements originated in the United States, they swept the world quickly in 1970's, and then become an important form of advertising innovation. Along with the rapid development of film industry in our country, Movie product placements also get rapid progress. The performance practices of advertising also mature gradually through the exploration of the practice.
First, this article is studied from evaluation perspective of the Movie Product Placement Marketing effect and based on extensive literature. Then we can summarize two dimensions of the effect assessment, namely the correlation between films and Product Placement, and movie audience cognition. Secondly, the brand equity model is integrated, which choose brand awareness, brand loyalty, brand association, perception quality as the four dimensions of brand equity. Thus, the influence model of implant marketing affect brand equity is determined from the theoretical analysis. This paper uses SPSS 17.0 software to collect the data, makes correlation analysis and regression analysis, and then obtains the conclusion that implant marketing have a positive impact on brand equity. Finally, combined with related conclusions of this research, we make suggestion that how to use implant marketing to conduct brand construction in Chinese enterprises.
The main conclusions are:The correlation between films and Product Placement has positive effects on four dimensions of brand equity. Movie audience cognition has positive effects on brand awareness and perception quality, but it affects brand loyalty and brand association weakly.
引文
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