Domestic In-Game Advertising Implantable Tissemination Research

With the advent of economic fragmentation, numerous and diverse communication tools caused massive accumulation of information, so that the audience's attention on the market of scarce resources, the traditional dominant influence of advertising on the audience by his Japanese micro. Online games with strong participation, rich appeal, precise audience and other advantages, gradually favored by advertisers. Placement in online games, the advertising message to "moisten things silently" way to convey to the audience to experience the products in the game, successful brand penetration and product information, will achieve the desired spreading effect.Author scholars at home and abroad on the basis of inductive network game product placement definitions and classifications, from the "5W" mode summarize the various elements of the network game product placement communication process, the network game makers, game platform support, product and brand information, gamers and advertising campaign.This article focuses on the United States is "The Sims" as a reference, comparative analysis of the domestic "Fantasy Westward Journey" in the placement, while extensive collection of other domestic cases of placement, in-depth analysis of the various elements of the communication process, China's online game mining plant ads into the problems that the spread of the main product positioning is not clear; single channel carrier; implantation game content and disjointed; gaming experience texture drop; no effective monitoring of results. Finally, the author of the causes of the problem, based on the theory of positioning, integrated marketing communications theory and experiential marketing, interactive gaming case, the integration of the body from the communication channels, creative content, a series of recommendations and effectiveness of policy-oriented audience in five aspects.Product positioning and placement planning determines the success or failure of a game; channel integration can make the game more attention placement; creative advertising content depth can be achieved with seamless game story; virtual and real, in-game and interactive experience outside of the game can be enhanced dissemination of results.