摘 要:电影植入式广告在20世纪70年代起源于美国，成为一种重要的新的媒体广告形式，并迅速风靡全球。伴随我国电影产业的蓬勃发展，电影植入式广告也在国内电影市场得到了长足的发展。特别是在当今，“直白式”与“可读性”广告效果日益衰落，一种能让观众在收看精彩剧情的同时继而达到营销的目的的新型广告形式—植入式广告日渐走上影视剧的舞台。本文首先给出了植入式营销的定义，以及国内外现状的分析，然后对植入式广告的SWOT和运作策略进行分析，最后从植入式汽车广告经典案例入手，分析植入式广告与汽车营销的内在联系，既而得出植入式营销未来发展的一些建议。
关键词：植入式广告 汽车营销 影视剧
ABSTRACT:The film product placement in the origin of nineteen seventies in the United States of America, has become an important new media forms of advertising, and quickly swept the world. Along with the vigorous development of China's film industry, movie product placement has also been considerable development in the domestic film market. Especially in today's, "direct" and "readability" advertising effect is fading, a can let the audience watching the wonderful plot and then achieve the purpose of marketing the new form of advertising and product placement is on TV drama stage. This paper first gives the definition of the product placement marketing, and analysis of the status quo at home and abroad, and then the product placement of SWOT and operation strategy analysis, finally obtains from the implantable car advertisement classic case, analysis of the intrinsic link of product placement and auto marketing, then draw some suggestions for future development of implantable marketing.
Keywords: product placement Automobile marketing TV drama
