Research On The Application Of The Theory Of Scenes Under The Background Of Mobile Internet In The Product Placements

Mobile Internet era,the traditional advertising used the way which depend on traditional media placement in the Internet media has little effect,and with the State Administration of Radio Film and Television reinforce the rules and regulations on traditional advertising,the advertisers tend to product placement advertising,but with the product placement increasing,when product placement of film and television works do not match the scenes,on the contrary by the audience disgusted,the communications effect have been reduced.In the face of the mobile Internet scene transmission era,the scene marketing has become one of the important marketing ways of Internet digital marketing,as a business phenomenon,behind the scenes marketing is based on the popularity of mobile intelligent devices,and large data on the consumer Location positioning and wearable equipment to collect the user action trajectory analysis,for the user's personality and behavior preferences to convey the precise marketing behavior.This paper attempts to find out the theoretical source of scenario marketing and understand the use of the scene and the future scene as a symbolic value in advertising and marketing,especially when the scene theory In the implantation of advertisements,unlike the simple scene implantation in traditional implanted advertisements,when the connotative meaning of the scene is developed,the scenes implanted in the advertisement are,as a media form,Good integration of product characteristics and brand tone,through the application of the scenes of the theory of product placements,to complete the form of advertising on the creative upgrade,to achieve better communication effect.