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The Study of Off-movie Effect and Value Chain of Recessive Advertising of Chinese Movies

Author: GaoAiHui
Tutor: ZhuJianQiang
School: Xiamen University
Course: Communication
Keywords: The Chinese movie recessive advertising Chip effect Chip value chain
CLC: J943
Type: Master's thesis
Year: 2009
Downloads: 756
Quote: 4
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Abstract


The film hidden advertising in order to conceal the implanted film work to achieve a blend of advertising and film has become a high-profile propagation phenomena , the Advertising Research introduced a new sight , advertisers , film operational side exploration and practice , and provides a wealth of case for the study of the subject of the film hidden advertising . Proper understanding of the film hidden advertising , lack of knowledge and improvement and root out the potential use to optimize the dissemination of results remain comprehensive value operations , will be present and even future period of time the film hidden advertising research important aspect. In this thesis, relying on the theory of Communication Studies , advertising , psychology , marketing and the film hidden advertising research to collate and summarize the film hidden advertising definition , properties , functions summarized defined and analyzed the existing problems of the Chinese movie recessive advertising . The article is relying on the understanding of the basis of the existing hidden advertising recessive advertising effect in order to better explore the potential of the film hidden advertising , film hidden commercials externalities as well as chip value chain research and analysis , comprehensive interpretation of the concept of the value chain of the effect of chip and off-chip . In addition , the article constructed from the the chip effects system , and the chip value chain and business perspective , explore the rational way to maximize the value of the Chinese film hidden commercials . The article also focuses analyzed from various angles the filmmakers and operating side , advertisers , hidden advertising professional operating companies how to better realize the value of the chip , the role of the value chain of the chip . Conclusions on the above discussion , to explore theoretical issues from a new perspective , from the breadth and depth of fill part of the research in the field is blank , the new topic of research in this era of film hidden advertising value system contributed to the study .

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CLC: > Art > Movies, TV Arts > Film,television, business organization and management > Circulation and screening
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