분야
pptx2.Figure & Ground
3.Subliminal Perception
4.Approval (with Pros)
5.Disapproval (with Cons)
6.Conclusion(Prospect)
(Embedded Marketing)
form of advertisement where branded goods or services are placed in a context usually devoid of ads, such as movies, music videos, the story line of television shows, or news programs.
PPL is relavant to Figure & Ground
When viewer see some program he/she can find that program is ground and advertisment is figure
Increasing Brand Image
Cost Effective
Shows products strength naturally through the story.
Increasing consumers recognition
Overcome Zapping
If PPL is unsuitable with the specific drama or movies, it can be a problem.
Bad PPL would interrupts both the story and advertisement.
It can interrupt the pureness of the Cinematic.
Excessive intervention of a sponsor could impede the quality of the drama.
A consumer point of view
Increasing consumer’s mindshare
Latest trends
Repulsion
A company point of view
Can overcome the problem of zapping
Helping consumers to raise brand awareness
Lowing advertisement cost
When company uses PPL, It is important that PPL Does not interfere with the flow of the program.
Avoid excessively commercial exposure.
Consumers should accept PPL selectively.
Consumer behavior 10th edition
http://www.kocca.kr/knowledge/report/kocca/__icsFiles/afieldfile/2012/01/18/s09T2kjBpEIh.pdf
김상훈(2001). TV 간접광고에 대한 인식 및 운용 방안에 관한 연구. 광고학연구, 12, 7-29.방송위원회 보도자료: 2004.7.8중앙일보:2004. 7. 8.http://news.joins.com/et/200407/08/200407081925218071a000a400a410.html
세계일보: 2004. 8.16http://www.sgt.co.kr/Service5/ShellView.asp?SiteID=&OrgTreeID=1304&TreeID=1300&Pcode=0007&DataID=200408161544000096
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