Research On Product Placement In The Networkin China

The superiority of product placement is obvious. It breaks the line of defense in audiences'mind easily and covertly, which greatly boost up the validity of the communication. Characterized by interaction, accurateness, low cost and high efficiency, the network provides a wide platform for product placement.From the perspective of information transmission together with the consideration from the fields of communication, marketing and psychology, this thesis makes a summary of both theory and practice of product placement in the network. The thesis introduces the theoretical base, the communication course, the industry chain and the operation flow of product placement in the network. Then, the author analyzes the placement pattern on various platforms in the network and describes audiences'cognition-response model. Based on the theory of Integrated Marketing Communication, The author holds that the practice of product placement in the network ought to ensure the correspondence of the appeal object of the band and the carrier, the accordance of the placed band and the environment, the cooperation with e-business and below-the-line marketing and the integration of various placement means, which can give the audiences favorable experience. In the whole operation flow, the effect can be affected by lots of factors.