探討現代媒體環境中影響置入性行銷績效之因素

Exploring Factors Influencing Product Placement Performance in a Modern Media Environment

置入性行銷策略被廣泛運用在媒體中，然而在現代分化的媒體環境下，置入性行銷做法面臨新的挑戰，亦即應如何運用才能恰如其分地達到最佳的廣告效果？本研究廣泛蒐集國內外廣為報導的商業類置入性行銷案例，透過質性研究方法將次級資料進行紮根理論的開放編碼與類別分析，藉由成功與失敗案例的對比歸納出四個影響置入性行銷績效之因素，分別為媒體節目與商品品類及目標顧客之配適度、腳本內容切合度、置入模式妥適度、以及整合行銷支持度。研究發現在網路時代進行置入性行銷首重炒熱話題與搜尋機制的安排，因此從關鍵詞的選用、結合多元行銷工具或是以衍生內容為節目創造討論度，都是引發搜尋的重要作法；而通路端的共同營造也是不可或缺的一環，需激勵通路成員一同參與置入性行銷活動，方能達到最佳的置入效益。本研究同時提出置入性行銷之操作流程作為實務參考之建議。

Product placement strategies are widely used in modern media. However, the fragmented nature of modern media presents new challenges for the effects of product placement advertisement. A qualitative research is conducted by using secondary data consisting of both local and foreign commercial product placement cases. After analyzing with open coding skills and contrasting successful cases with unsuccessful ones, we propose four factors influencing product placement performance. The first is the fitness among the media programs, commodity categories, and target customers. The second is the suitability of script content including the keywords and the quantity of products placed in the program. The third is the style of product placement used to ensure natural assimilation within the plot of a particular program. The final one is the use of the Integrated Marketing Campaign (IMC) to trigger internet searches combined with offline promotional activities in the channel. This study found that the hot topics and search arrangements are the top ones in the Internet era. Thus, both the choice of keywords combined with multi-level marketing tools and derivative contents for programs in creating discussions are important ways to trigger searches. Co-creation is also an eventful part of the incentive channel in the placement of marketing activities and in achieving the best placement benefits. This study also proposes the operational process of placement marketing as a practical reference.