MV品牌置入效果之研究

A study of product placement effectiveness in Music Video

陳靜瑩(Ching-Ying Chen)

指導教授 ： 李月華

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2014年)

https://doi.org/10.6846/TKU.2014.00213

摘要

現在為多媒體時代，傳統的電視廣告效力早已大不如前；近年來網路媒體運用普及與頻寬增加，在網際網路上推廣產品或服務已逐漸成為行銷溝通的重要管道，且因線上影音技術的成熟使得觀賞線上影音比以前容易，所以藉由電視電影、廣播、展示電子看板…等媒體形成為多元化的行銷廣告類型。以往傳統電視廣告只能利用短短十幾秒的時間，讓消費者在短暫的時間裡留下印象，當越來越多的資訊藉由廣告傳遞給消費者時，消費者只會注意自己感到興趣的訊息，會吸引消費者興趣的廣告才會有廣告效果。
綜觀學者研究，置入性行銷相關研究大多數只針對傳統媒體，雖有學者曾探討不同媒體的差異，但也僅限於電影與電視之間比較，較少以MV作為媒介工具的置入性行銷之研究。以往關於廣告手法的研究，大多以提升消費者對廣告的關注和增進對廣告與產品的理解，增加消費者對品牌的購買意願；且品牌置入性行銷效果多以觀眾對品牌的記憶為主，較少衡量消費者的品牌態度。在過去對於傳統廣告的研究中，品牌概念形象的強弱對置入品牌態度的影響也很少被重視，這些在過去的研究中都是缺乏探討的一部分。
本研究係以MV作為研究品牌置入之媒介，因此必須讓受測者對影片中的歌手有某一程度的喜愛而對品牌產生認同，使歌手與置入品牌產生連結性。因此問利用網路問卷調查法，探討MV之視覺與劇情中品牌置入之連結度，使消費者對廣告訊息留下深刻的印象而對品牌態度的改變過程。

關鍵字

置入性行銷 ； 廣告態度 ； 品牌概念形象 ； 品牌態度

並列摘要

Nowadays is the era of multimedia. The impact of the traditional TV ads is much less effective than the past. In recent years, with the widespread usages of the internet & the faster speed of broadband connection, to promote products or services online has gradually become the major sources of marketing. In particular, the advancement in online video and audio technology makes it easier to watch things online. Therefore, the usage of the multimedia such as the movie, TV, radio, and electronic display board creates the versatile forms of marketing. The traditional TV can only use seconds of time to impress the consumers. The timeframe is really short. When more and information is passed on to the consumers through the advertisements, consumers only pay attention to the information they are interested. Only the advertisements that catch the consumers' attention is effective.

The research on placement marketing mainly focuses on the traditional media. Although some scholars investigate the differences of various types of medias, their research is largely confined to the comparisons between movie & TV. Little research had been performed on MV (Music Video) as a kind of placement marketing. The research on the methods of advisement mainly focuses on improving the attention of the consumers and the understanding of the ads and products so as to increase the consumers' purchase desires. Also, the brand placement marketing centers on the memorization of the brand for viewers. However, little had been done to measure the consumer's brand attitude. In the research on the traditional marketing, the strength of brand concept image on the placement brand attitude had not been given enough attention to. The research on these areas are nearly blank.

This study focuses on the MV as the brand placement media. The participants will be tested to see if they accept the products because they like the singer in the movie, in order to create the interconnection between the singer and the brand placement. Through the Internet questionnaires, this study investigates the connection between the visual effect and the plot of the MV & the brand placement, and the process of the changing brand attitude by the consumers who are impressed with the advertisement.

並列關鍵字

Placement Marketing ； Advertising Attitude ； Brand Concept Image ； Brand Attitude

參考文獻

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