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“置入式营销(也称“隐性广告”“、植入式营销”)指在一部影视作品或一本书中,故事的主要角色使用一个现实生活中某品牌的商品,从而达到营销传播的目的。典型的表现形式是该产品及其标识在作品中出现,或者有利于该产品的特点、特性在作品中被提及,这种做法通常将产品置于具有较高曝光度的形式中。其作为一种广告样式存在已并不新鲜,从《天下无贼》刘德华手中的Nokia,到春晚郭东临小品中的茅台酒,隐性广告一如飘荡在电视机上空的“幽灵”无处不在……
“In-Place Marketing (also referred to as” hidden advertising “,” implanted marketing “) refers to the use of a real-life brand of a product in a movie or a book whose main role is to achieve marketing The purpose of communication is typically manifested in the presence of the product and its logo in the work, or in favor of the characteristics of the product, as mentioned in the work, which usually places the product in a form with a high degree of exposure In its existence as an ad style is not new, from ”A World Without Thieves“ Andy Lau in the hands of Guo Donglin Pieces in the evening of Maotai, implicit ads floating on the TV as the ”ghost" nowhere Not in ...