PPL광고 사례 분석 (영문)

PPL광고 사례 분석 (영문)

PPL광고 사례 분석 (영문).pptx

목차 1.Introduction 2.Figure & Ground 3.Subliminal Perception 4.Approval (with Pros) 5.Disapproval (with Cons) 6.Conclusion(Prospect) 본문 Product Placement (Embedded Marketing) form of advertisement where branded goods or services are placed in a context usually devoid of ads, such as movies, music videos, the story line of television shows, or news programs. PPL is relavant to Figure & Ground When viewer see some program he/she can find that program is ground and advertisment is figure Increasing Brand Image Cost Effective Shows products strength naturally through the story. Increasing consumers recognition Overcome Zapping If PPL is unsuitable with the specific drama or movies, it can be a problem. Bad PPL would interrupts both the story and advertisement. It can interrupt the pureness of the Cinematic. Excessive intervention of a sponsor could impede the quality of the drama. A consumer point of view Increasing consumer's mindshare Latest trends Repulsion A company point of view Can overcome the problem of zapping Helping consumers to raise brand awareness Lowing advertisement cost When company uses PPL, It is important that PPL Does not interfere with the flow of the program. Avoid excessively commercial exposure. Consumers should accept PPL selectively. 참고문헌 http://www.tvreport.co.kr/?c=news&m=newsview&idx=213157 http://bluemarbles.tistory.com/1511 http://blog.naver.com/PostView.nhn?blogId=idnose&logNo=30044366792 http://blog.naver.com/PostView.nhn?blogId=wavesmart&logNo=30114779264 http://blog.naver.com/PostView.nhn?blogId=wavesmart&logNo=30114779264 http://cafe.daum.net/2178797/GWxQ/73?docid=cH9h|GWxQ|73|20040916193642&q=PPL%20%B3%ED%B6%F5 http://chungnamsisa.com/detail.php?number=25239 http://www.pdjournal.com/news/articleView.html?idxno=26593# http://www.edaily.co.kr/news/NewsRead.edy?newsid=02505926599495464&SCD=DC14&DCD=A00204 Consumer behavior 10th edition http://www.kocca.kr/knowledge/report/kocca/__icsFiles/afieldfile/2012/01/18/s09T2kjBpEIh.pdf 김상훈(2001). TV 간접광고에 대한 인식 및 운용 방안에 관한 연구. 광고학연구, 12, 7-29.방송위원회 보도자료: 2004.7.8중앙일보:2004. 7. 8.http://news.joins.com/et/200407/08/200407081925218071a000a400a410.html 세계일보: 2004. 8.16http://www.sgt.co.kr/Service5/ShellView.asp?SiteID=&OrgTreeID=1304&TreeID=1300&Pcode=0007&DataID=200408161544000096 Anonymous. (1984). Madison Avenue Meets Hollywood. American Film. November. pp.138.Avery, R. J., &Ferraro, R.(2000), Verisimilitude or advertising? Brand appearance on prime-time television. Journal of Consumer Affairs, 34, pp.217-244.Babin, L. A., &Carder, S. T.(1996a), Advertising via the box office: Is product placement effective? Journal of Promotion Management, 3, pp.31-51.Babin, L. A., &Carder, S. T.(1996b), Viewers recognition of brands placed within a film. International Journal of Advertising, 15, pp.140-151.Bachman, K.(2004), Zenith signs up for Nielsen Place*Views Research. Brandweek.com. pp.10-11.Balasubramanian, S. K.(1994), beyond advertising and publicity: Hybrid messages and public policy issues. Journal of Advertising, 23, pp.29-46.Bennett, M., Pecotich, A., &Putrevu, S.(1999), The influence of warning on product placement. European Advances in Consumer Research, 4, pp.193-200.Bhatnagar, N., Aksoy, L., &Malkoc, S. A.(2004), Embedding brands with media content: The impact of message, media, and consumer characteristics on product placement efficacy. In L. J. Shrum (Ed.), The psychology of entertainment media: Blurring the lines between entertainment and persuasion(pp.99-116). Mahwah, NJ: Lawrence Erlbaum Associates. Brennan, I., Dubas, K. M., &Babin, L. A.(1999), The influence of product-placement type &exposure time on product-placement recognition. International Journal of Advertising, 18, pp.323-337. Butler, L. T., &Berry, D. C.(2001), Transfer effects in implicit memory and consumer choice. Applied cognitive Psychology, 15, pp.587-601. Chung, S., &Szymanski, K.(1997), Effects of brand name exposure on brand choices: An implicit memory perspective. Advances in Consumer Research, 24, pp.288-294. d Astous, A., &Chartier, F.(2000), a study of factors affecting consumer evaluations and memory of product placements in movies. Journal of Current Issues and Research in Advertising, 22, pp.31-40. 키워드 PPL광고, PPL, 광고, 사례, 분석