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영상광고 기법으로서 PPL(Product Placement)에 관한 연구

Title
영상광고 기법으로서 PPL(Product Placement)에 관한 연구
Other Titles
A Study on PPL(Product Placement) as a Video Advertisement Technique
Author
박규원
Keywords
제품배치; 광고기법; 간접광고; PPL; Product Placement; Advertisement-Technique; Indirect Advertisement
Issue Date
2005-09
Publisher
한국디자인문화학회
Citation
한국디자인문화학회지, v. 11, No. 3, Page. 18 - 27
Abstract
In today’s situation that mass media advertisements are losing their effects due to the polarization of recipients through the trend of multimedia and multichannel, diversification of contact points to customers, emergence of new marketing communication means, consumers’ indifference to mass media advertisements, media clustering, etc. the present study examined PPL advertisement as an alternative to mass media advertisements.The purpose of this study is to understand PPL as a means and technique of advertisement and, for this purpose, we investigated the concept of PPL and its characteristics related to advertisement based on previous researches. Furthermore, this study suggested placement patterns and cases, and identified factors forecasting the effects of PPL advertisement in order to utilize PPL strategically and efficiently. Major implications derived from the study are as follows. First, PPL advertisement is an alternative advertisement technique less objectionable and costly and more effective than traditional mass media advertisements. Second, PPL can be utilized widely throughout the whole video area, so it can be exposed at any time without the necessity of securing independent media. Third, with PPL, we can expect the effect of recollection of specific products and brands according to the style of presentation and placement. Moreover, PPL can execute various promotion activities in connection to field media such as events together with the production of movies, dramas, etc., so it is useful for integrated marketing communication with the object of creating synergy among media.
URI
http://www.dbpia.co.kr/journal/articleDetail?nodeId=NODE06541541&language=ko_KRhttps://repository.hanyang.ac.kr/handle/20.500.11754/111427
ISSN
1598-6497
Appears in Collections:
COLLEGE OF DESIGN[E](디자인대학) > COMMUNICATION DESIGN(커뮤니케이션디자인학과) > Articles
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