毕业论文(设计)题 目 基于传播媒体的植入式广告讨论 系 部 管理系 专 业 市场营销 年级 2024 级 学生姓名 符仁杰 学 号 070411030 指导老师 李瑞强 副教授 下载后可任意编辑基于传播媒体的植入式广告讨论市场营销专业学生:符仁杰 指导老师:李瑞强【摘 要】 在我国媒体分化严重的环境中,广告要通过植入电视剧情节中,以更娱乐的方式,使消费者在观看娱乐节目的同时更容易接受广告信息;并通过媒体组合传播,增加电视剧市场覆盖率。论文通过系统分析、文献整理和比较分析等方法讨论我国植入式广告内容,从植入式广告产生的背景起步,对植入式广告进行深层次的透析,对植入式广告的理论依据、优势分析、产业链分析以及三网融合下的植入式广告媒体组合模式进行讨论,对植入式广告从整体上进行了透析。论文试图为中国传播媒体的植入式广告的进展提供理论上的引导以及媒体传播实践上的借鉴。【关键词】 媒体组合 媒体分化 整合营销传播 植入式广告The implantable research base on media-advertising【 Abstract 】 With the growing of the media differentiation serious in China, ads implanted in TV drama, by this fun way, make consumers forms of entertainment in watching entertainment programs and more easily accept the advertising information . And through mix communication, advertisers can increase TV drama’s market coverage spread.下载后可任意编辑Through many ways of systematic analysis and literature review and comparative analysis ,this paper analyze the shallow implantable content of the advertisements. We can have a shallow research from the background of the beginning implantable advertising, and pointing at the implantable advertising and the theoretical basis for placement、advantage analysis about implantable advertising ,industry chain analysis and triple play implanted under the mode of advertising media mix, from which we can grasp the whole topic of implantable advertising. This paper tries to provide the theoretical guidance and practical reference for the...