Study On The Strategy Of We-media Product Placement Advertorial

The prouduct placement advertorial in “content + advertising” form of we-media has been becoming an important but controversial way of content entrepreneurship.How to achieve the balance between the implantation of the brand and the acceptance of the audience becomes a problem worthy of inquiry.Referring to the framework of advertorial text analysis and prouduct placement effect analysis,based on big data and typical sample,applying theories of communication,semiotics and psychology,this study analyzes the content strategy of the prouduct placement advertorial.Then Referring to the result of questionnaire,we put forward some countermeasures to its deficiency.In the first chapter,we summarize the current situation of the research on advertorial and prouduct placement.And on the basis of the conclusion,we put forward the main questions and methods of this study.The second chapter describes the basic concept of the we-media prouduct placement advertorial,including its definition and current distribution status(reflecting the content style preference of this kind of advertorial).In the third chapter,on the basis of typical samples,the relevant theory of product placement is translated and adapted in order to display and interpret the content strategy clearly.Personalized content positioning,professional view,current affairs analysis and pain relief are characteristics of the native content.And there are important factors for the integration of the content,such as content-fit,prominence,appeal and so on.Besides,the media also needs to consider the frequency,location and maintenance to coordinate the relationship between the quality of content and the placement of advertising.In the fourth chapter,based on extensive reading of this kind of advertorial,referring to the analysis results of the questionnaire,we summarize the problems of the advertorial.In the fifth chapter,in order to protect the interests of the audience,meet the needs for information,maintain the reading experience,the paper puts forward some improvement strategy,such as enhancing emotional stickiness and tool attributes,optimizing marketing theme,trying multidimensional extension,creating virtual sense of use,and so on.