A Research On Product Placement

In modern society, the market environment of advertisement changes, such as declining of traditional-form advertising's validity, aggravating of consumer's zipping and zapping, compression of advertising's time and space, advertising industry and educational circles begin to look for new advertising tactics to reach the marketing purpose.The product placement is one of the advertising tactics of unconventional form used extensively in recent years. Product placement is a form of advertisement that embeds the brand device or the CIS(company identify system) into movies,TV programs or other kinds of entertainment to reach some marketing purpose. It might be a character's casual reference, a close-up shot of his dress, or a wide-angle shot that allows viewers to catch a glimpse of a well-known corporate logo. Produce placement can reinforce the persuasion of using rate of products and to build the preference of brands or products .Product placement has been used for many years abroad. In China, product placement is still at the starting stage, though some companies put into their products or brand in films, TV series and network game successively. But in the whole environment, product placement is still strange to the advertising circle, the quantity and quality of practice are inferior to abroad, and essential theoretical research and guidance are quietly lack at the same time.This research select, file and analyze a large number of documents, combining practice of product placement, Firstly, this research confirm range of the product placement; secondly, gain the concept of it, and study it's development course; then, put the type of product placement, sum up the characteristic of product placement; finally, expand above-mentioned basic research to the application study, probe into mechanism, operation procedure, operation skill further of product placement, weight it's communication effect.. The purpose of this research is to offer many kind problems that industry should pay attention to and consider to while using product placement, hoping of reaching its greatest benefit.