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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/102281

    Title: MV品牌置入效果之研究
    Other Titles: A study of product placement effectiveness in music video
    Authors: 陳靜瑩;Chen, Ching-Ying
    Contributors: 淡江大學企業管理學系碩士在職專班
    Keywords: 置入性行銷;廣告態度;品牌概念形象;品牌態度;Placement Marketing;advertising attitude;Brand Concept Image;Brand attitude
    Date: 2014
    Issue Date: 2015-05-04 09:51:51 (UTC+8)
    Abstract: 現在為多媒體時代,傳統的電視廣告效力早已大不如前;近年來網路媒體運用普及與頻寬增加,在網際網路上推廣產品或服務已逐漸成為行銷溝通的重要管道,且因線上影音技術的成熟使得觀賞線上影音比以前容易,所以藉由電視電影、廣播、展示電子看板…等媒體形成為多元化的行銷廣告類型。以往傳統電視廣告只能利用短短十幾秒的時間,讓消費者在短暫的時間裡留下印象,當越來越多的資訊藉由廣告傳遞給消費者時,消費者只會注意自己感到興趣的訊息,會吸引消費者興趣的廣告才會有廣告效果。
    Nowadays is the era of multimedia. The impact of the traditional TV ads is much less effective than the past. In recent years, with the widespread usages of the internet & the faster speed of broadband connection, to promote products or services online has gradually become the major sources of marketing. In particular, the advancement in online video and audio technology makes it easier to watch things online. Therefore, the usage of the multimedia such as the movie, TV, radio, and electronic display board creates the versatile forms of marketing. The traditional TV can only use seconds of time to impress the consumers. The timeframe is really short. When more and information is passed on to the consumers through the advertisements, consumers only pay attention to the information they are interested. Only the advertisements that catch the consumers'' attention is effective.

    The research on placement marketing mainly focuses on the traditional media. Although some scholars investigate the differences of various types of medias, their research is largely confined to the comparisons between movie & TV. Little research had been performed on MV (Music Video) as a kind of placement marketing. The research on the methods of advisement mainly focuses on improving the attention of the consumers and the understanding of the ads and products so as to increase the consumers'' purchase desires. Also, the brand placement marketing centers on the memorization of the brand for viewers. However, little had been done to measure the consumer''s brand attitude. In the research on the traditional marketing, the strength of brand concept image on the placement brand attitude had not been given enough attention to. The research on these areas are nearly blank.

    This study focuses on the MV as the brand placement media. The participants will be tested to see if they accept the products because they like the singer in the movie, in order to create the interconnection between the singer and the brand placement. Through the Internet questionnaires, this study investigates the connection between the visual effect and the plot of the MV & the brand placement, and the process of the changing brand attitude by the consumers who are impressed with the advertisement.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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