電視新聞置入性行銷廣告手法之研究－以餐飲業置入為例

A Study of TV News Product Placement Marketing advertisement techniques ─ Example for food and beverage industry news

謝皓宇(HAO-YU HSIEH)

指導教授 ： 黃文宗

中原大學/設計學院/商業設計研究所/碩士(2010年)

https://doi.org/10.6840/cycu201001037

摘要

電視新聞置入性行銷是這幾年行銷手法上的創新，許多業者利用一般民眾認為新聞報導所傳達的是一種客觀公正、真實獨立及監督維護公共利益的角色，將美食訊息置入在電視新聞報導的內容專訪中，運用電視新聞為媒介，以產品置入的方式達到廣告行銷的目的，讓觀眾較容易採納相信內容的真實性。電視新聞產品置入效果相關的研究很多，但針對餐飲業置入不同手法產生不同效果的研究甚少，本研究採用實驗設計與問卷施測，自變數包含「置入手法」及「對新聞節目的觀感」，依變數則分為「新聞專業與倫理」與「消費傾向(意願)」，以單項置入手法做分析比較，探討何種手法對閱聽者來說，較具有新聞專業與倫理及新聞可信度，避免不當的置入手法造成閱聽者的負面態度，為求達到廣告業者、新聞台、閱聽觀眾三贏局面為目標。

關鍵字

電視新聞 ； 置入性行銷 ； 行銷手法 ； 置入式

並列摘要

The television news posted the marketing is these years sells in the technique the innovation, many entrepreneurs used the common populace to think what the newspaper report transmitted was one kind of objective and fair, the real independence and the surveillance maintains the public interest the role, posted the good food news in the television newspaper report content interview, using the television news was the medium, posted the way by the product to achieve the advertisement marketing the goal, let the audience be easy to accept the trust content the authenticity. The television news product posts the effect related research to be many, but aims at the food and beverage industry to post the different technique to have the different effect research to be really few, this research uses the experimental design with to ask the plant mentioned in ancient texts to measure, the independent variable contains “posts the technique” and “to newspaper item's impression”, divides into “the news specialty and ethics” according to the variable and “the expense tendency (wish)”, posted the technique by the single item to make the analysis to compare, discusses what technique to read the listener, had the news specialty and ethics and the news confidence level, avoided posting the technique improper to create reads listener's negative manner, to ask to achieve the advertisement entrepreneur, the news station, to read listens to the audience threeWins the aspect is the goal.

並列關鍵字

the marketing technique ； to post the type ； The television news ； posts the marketing

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