综艺节目内植入广告的营销传播

毕业设计（论文）

题目：综艺节目内植入广告的营销传播学院：服装与艺术设计学院

专业班级：广告学10级（1）班

指导教师：荣晓曼职称：讲师

学生姓名：**

学号：***********

摘要

在当今社会，随意打开电视机就可看见各种硬性广告横行于市，与之相伴的观众对其无止境的抱怨。五花八门的硬性广告充斥着人们的视线，打断了人们正常观赏电视栏目内容的需要。导致有的电视台收视率下降，广告效果减弱。另一方面，近来，几大卫视轮流上演自制大戏，将广告植入到电视剧中，而且形式愈演愈烈。诸如，从2008年开始的湖南卫视的《丑女无敌》系列、2009年的《一起来看流星雨》等，植入了大量的多芬、立顿、清扬的广告信息，而其中的《丑女无敌2》植入式广告费达1.3个亿，《一起来看流星雨》的植入广告收入在1000万元左右，不仅收回了制作成本，而且收视率高，广告传播的效果显著。由此可鉴，植入式广告不仅可以运用在电视剧里，同样可以用在节目立台的电视综艺节目中。而且相对于电视广告中主要植入品牌产品，综艺节目中广告的植入产品局限性会更小，不仅可以是品牌产品的植入，也可以是刚上市的新品和知名度不高的企业，促销等都能植入。

再加上受2008年下半年开始的经济危机影响和2009年广告法“新17号令”的颁布，广告主纷纷银根缩进，减少硬性广告投入的同时，更加注重高效广告模式，将眼光瞄准了软性植入式广告。电视台也不想因硬性广告的流失而减少广告收入，抓紧力度建设电视节目中的植入式广告。有专家预测2010年会是“植入式广告”之年。于是将植入式广告与电视综艺节目进行融，已成为大势所趋。如何才能达到最佳的融合效果，成为摆在眼前需要解决的难题。我国的电视综艺节目中，有湖南卫视的《天天向上》和《快乐大本营》开始了积极探索的旅途，且取得了初步成效。如2009年的《天天向上》节目与微软windows7新产品推广的广告植入进行了有机融合等。而有的电视综艺节目中将广告硬生生地植入，破坏了节目效果，没有进行有效地融合。

关于植入式广告与电视综艺节目的融合研究，到目前为止，国内外都涉及较少。理论建设为数不多，也不全面系统。尽管植入式广告作为一种寄生于媒体上的营销方式真正得到重视是在近几年。而且先前多数研究的是与影视剧的融合，与电视综艺节目的融合几乎没有。本文的创新之处是以当今广告环境、植入式广告主、电视综艺节目组和受众为对象，从植入式广告选择哪档综艺节目、如何进行有效植入和融合创新模式三方面研究植入式广告与电视综艺节目的融合，寻求更加全面、具体、有针对性、符合市场要求，更加隐蔽有效，也考虑了观众的感受，能够为广告主和节目组带来双赢的融合效果。

关键词：植入式广告，综艺节目，融合，双赢

ABSTRACT

In today's society, to turn on the TV you can see all kinds of mandatory advertising at city, accompanied by the audience for its endless complaining. A variety of mandatory advertising is filled with the line of sight of people, interrupted the normal people need to watch the TV program content. Resulting in a decline in some TV ratings and advertising effectiveness. Recently, on the other hand, a few big TV turns on homemade drama, the ads in the TV series, and intensified form. Such as, starting in 2008, hunan satellite TV's \"ugly invincible\" series, the meteor shower together, etc., in 2009 into a lot of dove, Lipton, realisation of advertising information, and one of the \"ugly invincible\" implantable advertisement cost $1.3, the meteor shower together advertising revenue in 10 million yuan or so, not only to recover the production cost, and high ratings, advertising communication effect is remarkable. Thus it can jian, implantable advertising not only can use in the TV series, also can be used in program state television variety show. And relative to main implant brand products in television advertising, advertising in the variety show implant product limitations will be smaller, not only can be implanted brand products, can also be a newly listed product enterprise and popularity is not high, promotions, etc. Can be implanted.

Plus affected by economic crisis since the second half of 2008 and 2009, the promulgation of the advertisement law \"new order\" 17, advertisers are monetary policy indentation, reduce the rigid advertising at the same time, pay more attention to effective advertising model, aimed at the soft product placement to eyes. Television also don't want to because of the loss of the mandatory advertising advertising revenue, less grip construction product placement in TV shows. Some experts predict 2010 be the year of \"product placement\". So will be in harmony, implantable advertising and television variety show has become the trend of The Times. How to achieve the best fusion effect, become a front end needs to solve the problem. China's TV variety shows, hunan satellite TV \"day day up\" and \"happy camp\" began to actively explore the journey, and has achieved initial success. Such as \"day day up\" program in 2009 and Microsoft Windows 7 new product promotion advertising implanted in the organic fusion, etc. And some TV variety shows, advertising forcefully implants, destroyed the show effect, no effectively.

Research on fusion of implantable advertising and television variety show, so far, less involve both at home and abroad. Few theory construction, system is not comprehensive. Although implantable advertising as a kind of parasitic on the media marketing is really pay more attention to in recent years. And most of the previous studies, and the fusion of the film and television play, and the fusion of TV variety shows almost no. The innovation of this article is based on today's advertising environment, implantable advertisers and television variety show and the audience as the object, from product placement choose which variety show, how to effectively implant and fusion research innovation mode three aspects the fusion of implantable advertising and television variety show, seeking a more comprehensive, specific, targeted, conform to the requirements of the market, more hidden effective, also consider the feelings of the audience, can bring a win-win for advertisers and you're listening to the fusion effect.

KEY WORDS:Product placement，Variety show，A win-win situation