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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/105612

    Title: 置入行銷暫行規範之研究 : 以電視節目置入行銷與冠名贊助為例
    Other Titles: A study of Product Placement regulations in Taiwan : the case on placement and sponsorship marketing of TV programs
    Authors: 許凌;Hsu, Lin
    Contributors: 淡江大學大眾傳播學系碩士班
    Keywords: 置入行銷;冠名贊助;置入策略與手法;置入規範問題;置入發展與建議;Product Placement;Sponsorship;Placement Strategic;Placement Regulation;Placement development and recommend
    Date: 2015
    Issue Date: 2016-01-22 15:00:32 (UTC+8)
    Abstract: 置入行銷雖行之有年,臺灣直至2012年10月國家通訊傳播委員會(NCC)才初步解禁,訂定暫行開放規範,並開放企業冠名贊助之規範,使電視公司得以在節目播放中提供企業冠名贊助或置入行銷的新行銷管道與機會,其目的是為增加電視媒體的活水財源。


    For many years, the Product Placement has been carried out, but National Communications Commission (NCC) in Taiwan began to lift a ban on product placement and sponsorship permitted in TV on October 5th, 2012. The purpose is to attract more investments and improve the quality of programs. At present, the mainly domestic research is to effect on product placement. Seldom, the research deeply understands the real problem for industries by direct interviews. The researcher use multi-professional interviews and an analysis of problem in essence in order to understand on product placement and sponsorship by government.

      This research adopt deep interview to 13 senior executive TV channels, programs, producers, advertising sponsor and governing agency. To study and analyze the various factors, the strategic and procedures on product placement and sponsorship have understood after deregulation.

      The research result mainly discovered that broadcasters approve of lighter and lighter restriction, but it should be liberal thinking in management and return self-regulatory mechanism and consumer choice. Also, the Temporary Directions for the Commercial Product Placement/ Sponsorship of TV Programs conflict with the Principles of the Separation of Programs and Ads and relevant laws. A lot of contradiction has happened to execute and operate the policy. Broadcasters suggested removing unrealistic regulation. However, broadcasters cannot depend on the government to solve their problems because there are more ways than government. Broadcaster should find their way to go.
    Appears in Collections:[大眾傳播學系暨研究所] 學位論文

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