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분야
hwp2. Main
2.1 Off-line PPL and its effect
2.2 Cyber Space PPL
(1) Similarity
(2) Difference
2.3 PPL in Various Products
(1) Off-line PPL
(2) Cyber Space PPL
3. Conclusion
Advancement in transportation, communication and IT industry have brought paradigm-shifts in many aspects of the modern life. On the advent of the new era, we can now travel anywhere in the world in less than a day and telecommunicate in realtime with anybody on the globe. These changes have affected marketing and the advertisement too. Among which, we are particularly concerned with PPL(Product Placement) in the mass media. PPL which formerly had been limited to off-line advertisement is now quickly expanding its presence on the Web. However, whether the on-line PPL ad is effective and how the approach should be differentiated from the off-line ad is not yet agreed upon by the professionals. Therefore, we will first look at the effectiveness of the traditional off-line PPL ad and then the PPL in the cyberspace which lately has become the arena of competition. We will also find out how the internet's distinctive reciprocity and durability will influence the Cyber Sapce PPL and which industry best suits the characteristics of the Cyber Space PPL.
