从消费者心理的角度分析植入式广告效果的影响因素.doc

题目从消费者心理的角度分析植入式广告效果的影响因素

摘要

植入式广告最早出现在1929年时的动画片《大力水手》,主人公波比为菠菜大做广告,从那以后植入式广告的出现频率和出现方式如雨后春笋一般迅速。随着植入式广告在外国的不断发展,技术和内容日渐成熟。改革开放后的中国逐渐也借鉴了这种营销方式,但是文化的巨大差异和广告技术的落后使得植入式广告在中国的发展渐渐显出弊端,人们慢慢开始对影片中不厌其烦的广告产生质疑。对消费者进行深刻的消费心理研究,有利于把握植入式广告的最终效果,有利于刺激产品的口碑和销量,有利于增加影片的剧情感。
植入式广告之所以成为现在的热门话题,并不是因为它是新兴的广告分支。这种营销手段被人热议的导火索主要是因为今年春晚近乎过分的出现植入式广告。有人甚至评论:请不要在广告中插播春晚。可见植入式广告营销模式作为中国人眼里的陌生事物,正在接受人们的审议。
本文通过消费者心理研究影响植入式广告的因素,从而提出植入式广告的策略,以达到更好的效果。本文认为影响植入式广告效果的因素有三:一、消费性格;二、消费态度、三、消费动机。为了提高植入式广告效果,我们要正确选择植入式广告媒体以适合相应性格的消费者;我们要正确把握植入式广告的表现时机以迎合相应态度的消费者;我们要精彩展现植入式广告的变现内容以刺激消费者的消费动机。
关键字: 植入式广告消费者心理广告效果
Abstract:
The implanted ad first appeared in the 1929 cartoon "Popeye" spinach hero Bobby is great advertising, product placement advertising since the frequency and the emergence of springing up as fast product placement in a foreign country the continuous development of increasingly sophisticated technology and 's reform and opening up gradually also learn from this marketing, but the huge cultural differences and advertising technology behind making product placement in China gradually showing defects, people slowly started to film the ads have taken the trouble to spending on the deep psychological research, is conducive to grasp effect of product placement advertising, could boost the product's reputation and sales, help increase the emotional drama film.
The product placement is ing a hot topic in modern society. Not only because it’s a neonatal branch of advertisement. The key reason why people are wilding about this marketing method is the excessive product placements from the Spring Festival Gala. Even some people have ment about that please do not cut-in the Spring Festival Gala during play advertisements. It is thus clear that the mode of product placement is accepted the discussions by people just like a strange thing.
This paper studies consumer psychology factors that affect product placement, product placement an