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題名：政府運用「置入性行銷」從事菸害防制工作之初探性研究
書刊名：中華傳播學刊
作者：王毓莉 引用關係
作者(外文)：Wang, Yu-li
出版日期：2005
卷期：8
頁次：頁115-159
主題關鍵詞：理念行銷；置入性行銷；菸害防制；健康傳播；Idea marketing；Product placement；Tobacco control；Health communication
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(7) 博士論文(4) 專書(1) 專書論文(1)
  • 排除自我引用排除自我引用:6
  • 共同引用共同引用:0
  • 點閱點閱:98
「置入性行銷」是台灣近期較常運用的新興行銷手法。有別於傳統廣告的呈現方式，置入性行銷係透過電影或戲劇節目等管道呈現商品訊息，其目的是讓消費者在不知不覺中接觸商品的訊息。本研究針對質化案例，以焦點團體訪談法與深度訪談法，分析政府運用置入性行銷從事菸害防制之情形。除了在文獻方面針對新興崛起的置入性行銷，作一通盤的檢討與分析外，主要目的在於：(1)為有效推廣菸害防制的觀念，分析目前菸害防制工作，運用置入性行銷的手法與呈現方式；(2)從健康傳播的角度，進一步提出運用置入性行銷從事菸害防制工作的積極建議。
One hot issue that has been intensively debated in Taiwan is the utilization of "product placement" in media contents. The advertising and marketing practitioners have employed "product placement" to promote products or merchandises. Product information has been embedded in media contents in order to increase brand awareness, influence the consumer's attitude positively toward the product, and stimulate the willingness for the consumer to purchase the products. While consuming media contents, the audience is also unconsciously exposed to commercial information. The objectives of this study were first to explore the utilization of product placement in promoting the concept of tobacco control. Secondly, to provide guidelines for better use of product placement in government tobacco control. To achieve these objectives, this study employed the qualitative analysis of the product placement cases in tobacco control, the methods of the focus group interview, and in-depth interviews.
期刊論文
1.Gould, Stephen J.、Gupta, Pola B.、Grabner-Kräuter, Sonja(2000)。Product Placements in Movies: A Cross-cultural Analysis of Austrian, French and American Consumers' Attitudes Toward this Emerging, International Promotional Medium。Journal of Advertising，29(4)，41-58。  new window
2.Babin, Laurie A.(1996)。Advertising via the Box Office is Product Placement Effective?。Journal of Promotion Management，3(1/ 2)，31-52。  new window
3.Snavely, Keith(1991)。Marketing in the Government Sector: A Public Policy Model。American Review of Public Administration，21(4)，311-326。  new window
4.Russell, Cristel Antonia(2002)。Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude。Journal of Consumer Research，29(3)，306-318。  new window
5.d'Astous, Alain、Chartier, Francis(2000)。A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies。Journal of Current Issues and Research in Advertising，22(2)，31-40。  new window
6.吳明清(20030400)。知變、應變、求變：教改政策的行銷與因應策略。臺灣教育，620，2-12。  延伸查詢new window
7.Meenaghan, Tony(1991)。The Role of Sponsorship in the Marketing Communications Mix。International Journal of Advertising，10(1)，35-47。  new window
8.Babin, Laurie A.、Carder, Sheri Thompson(1996)。Viewers' Recognition of Brands Placed Within a Film。International Journal of Advertising，15(2)，140-151。  new window
9.Balasubramanian, S. K.(1994)。Beyond Advertising and Publicity : Hybrid Messages and Public Policy Issues。Journal of Advertising，23(4)，29-46。  new window
10.DeLorme, Denise E.、Reid, Leonard N.(1999)。Moviegoers' Experiences and Interpretations of Brands in Films Revisited。Journal of Advertising，28(2)，71-95。  new window
11.Kotler, Philip、Levy, Sidney J.(1969)。Broadening the Concept of Marketing。Journal of Marketing，33(1)，10-15。  new window
12.Kotler, Philip、Zaltman, Gerald(1971)。Social marketing: An approach to planned social change。Journal of Marketing，35(3)，3-12。  new window
13.Gupta, Pola B.、Lord, Kenneth R.(1998)。Product Placement in movies: The Effect of Prominence and Mode on Audience Recall。Journal of Current Issues and Research in Advertising，20(1)，47-59。  new window
14.Karrh, James A.(1998)。Brand placement: A Review。Journal of Current Issues & Research in Advertising，20(2)，31-49。  new window
15.Varadarajan, P. Rajan、Menon, Anil(1988)。Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy。Journal of Marketing，52(3)，58-74。  new window
16.Ong, Beng Soo、Meri, David(1994)。Should Product Placement in Movies Be Banned?。Journal of Promotion Management，2(3/ 4)，159-176。  new window
17.Rogers, Everett M.(1996)。The Field of Health Communication Today: An up-to Date Report。Journal of Health Communication，1(1)，15-23。  new window
18.Lazer, William(1969)。Marketing's Changing Social Relationship。The Journal of Marketing，33(1)，3-9。  new window
19.溫佩妤(2003)。置入行銷，產品訊息悄悄告訴你。快樂工作人雜誌，32，56-58。  延伸查詢new window
20.Bevan, William(1964)。Subliminal Stimulation: A Pervasive Problem for Psychology。Psychological Bulletin，61(2)，81-99。  new window
會議論文
1.Oliver, Mary Beth、Weaver, Dana T.(2000)。Television Programs and Advertising: Measuring the Effectiveness of Product Placement within Seinfeld。0。  new window
2.Mizerski, Richard、Vollmers, Stacy(1994)。A Review and Investigation into the Effectiveness of Product Placement in Films。Athens, GA。97-102。  new window
3.Sapolsky, Barry S.、Kinney, Lance(1994)。You Ought Be in Pictures: Product Placements in the Top-grossing Films of 1991。Athens, GA。  new window
4.蔣安國(2004)。門診戒菸的政策行銷之討探：國建局門診戒菸網站訊息為例。0。  延伸查詢new window
5.蔡鶯鶯(1999)。健康傳播的理論與實務：從公共衛生宣導與大眾傳播談起。0。  延伸查詢new window
研究報告
1.徐美苓(2001)。健康傳播研究的回顧與展望--從國外到臺灣 (計畫編號：NSC 89-2420-H-004-008)。臺北市：國立政治大學新聞系。  延伸查詢new window
2.Sabherwal, S.、Griffin, R.、Pokrywczynski, J.(1994)。Brand Recall for Product Placements in Motion Pictures: A Memory-based Perspective。0。  new window
3.王毓莉(2005)。菸品資訊與菸害防治的「置入性行銷」之研究。臺北市。  延伸查詢new window
學位論文
1.李廷妍(2003)。探討產品置入對消費者態度與購買意願之影響--以韓國手機置入韓劇為例(碩士論文)。國立政治大學。  延伸查詢new window
2.許建隆(2000)。線上遊戲作為一種廣告形式的效果研究，0。  延伸查詢new window
3.黃敦硯(1999)。我國菸害防制法執行之研究(碩士論文)。國立中興大學。  延伸查詢new window
4.Steortz, E.(1987)。The cost efficiency and communication effects associated with brand name exposure within motion pictures(碩士論文)。West Virginia University，Mogantown, WV。  new window
5.盛竹玲(2002)。報紙醫藥保健版內容分析(碩士論文)。銘傳大學。  延伸查詢new window
6.宇若霏(2004)。政府宣導置入電視新聞節目之表現方式分析(碩士論文)。中國文化大學。  延伸查詢new window
7.謝宥慧(2003)。產品置入電子媒介對消費者品牌態度之影響(碩士論文)。東吳大學。  延伸查詢new window
8.吳家州(2002)。產品置入之行銷溝通效果研究(碩士論文)。國立政治大學。  延伸查詢new window
9.許美惠(2000)。電影中產品置入之廣告效果(碩士論文)。中國文化大學。  延伸查詢new window
10.洪文宏(2001)。消費者態度對企業贊助效益影響之研究-以亞洲盃棒球賽為例(碩士論文)。國立成功大學。  延伸查詢new window
11.蔣宜龍(1999)。企業贊助運動賽會效益之研究(碩士論文)。國立體育學院。  延伸查詢new window
12.馬岳琳(2000)。解讀報紙消費新聞的產製過程：臺灣地區中文報紙消費版的質化研究初探，沒有紀錄。  延伸查詢new window
13.林鴻儒(2003)。電子遊戲置入產品廣告之研究：以冒險遊戲創作「奇異島」與Qoo果汁飲料為例，0。  延伸查詢new window
14.陳森諒(2004)。產品置入對消費者態度與購買意願之影響：以美國影集「慾望城市」為例，0。  延伸查詢new window
15.洪雪珍(2003)。臺灣報紙廣告新聞化現象的研究，0。  延伸查詢new window
16.莊朝欽(2003)。菸商贊助公益活動對菸品消費行為影響之研究，臺北縣淡水鎮。  延伸查詢new window
17.鄭郁萌(2003)。臺灣報紙政府廣告訊息研究（1989-2001），0。  延伸查詢new window
圖書
1.黃俊英(2001)。行鎖學的世界。台北：天下遠見出版股份有限公司。  延伸查詢new window
2.Wells, William、Burnett, John、Moriarty, Sandra E.、陳尚永、洪雅慧、蕭富峰(2002)。廣告學。臺北：華泰。  延伸查詢new window
3.Natharius, David(2004)。When Product Placement in NOT Product Placement Reflections of s Movie Junkie。Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics。New York, NY。  new window
4.Olson, Scott Robert(2004)。The Extensions of Synergy: Product Placement through Theming and Environmental Simulacra。Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics。New York, NY。  new window
5.McCarty, John A.(2004)。Product Placement: The Nature of the Practice and Potential Avenues of Inquiry。The Psychology of Entertainment Media-blurring the Lines between Entertainment and Persuasion。New Jersey, CA。  new window
6.琴．基爾孟(2001)。致命的說服力。致命的說服力。臺北市。  延伸查詢new window
7.Adams, William J.、Lubbers, Charles A.(2004)。Merchandising in the Major Motion Picture Industry: Creating Brand Synergy and Revenue Streams。Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics。New York, NY。  new window
8.行政院衛生署(1994)。菸害防制資料彙編。菸害防制資料彙編。臺北市。  延伸查詢new window
9.李允傑、丘昌泰(2001)。政策執行與評估。政策執行與評估。臺北縣蘆洲市。  延伸查詢new window
10.Atkin, Charles K.(1981)。Mass Media Information Campaign Effectiveness。Public Communication Campaigns。Beverly Hills, CA。  new window
11.Babin, Laurie A.、Brennan, Ian、Brennan, I.、Babin, L. A.(2004)。Brand Placement Recognition: The Influence of Presentation Mode and Brand Familiarity。Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics。New York, NY。  new window
12.Friedman, Ted(2004)。Cast Away and the Contradictions of Product Placement。Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics。New York, NY。  new window
13.Galician, Mary-Lou(2004)。Product Placement in the 21st Century。Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics。New York, NY。  new window
14.Galician, Mary-Lou、Bourdeau, Peter G.(2004)。The Evolution of Product Placements in Hollywood Cinema: Embedding High-involvement "Heroic" Brand Images。Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics。New York, NY。  new window
其他
1.財團法人董氏基金會(2002)。吸菸率參考資料，0。  延伸查詢new window
2.許安琪(2004)。反制菸商之行銷傳播手段：菸害媒體識讀之訊息推廣策略分析，0。  延伸查詢new window
3.Product Placement Awards(2003)。History of Product Placement，0。  new window
4.高承才，鐘舒婷(2004)。戲劇性的置入行銷，0。  延伸查詢new window
5.黎榮章(2004)。【數位行銷】善用「置入性行銷」，0。  延伸查詢new window
6.Emery, Gene(2002)。What's in a Name: Product Placement in Games，0。  new window
圖書論文
1.Storey, J. D.、Rogers, E. M.(1987)。Communication Campaign。Handbook of Communication Science。Newbury Park, CA：Sage。  new window
 
 
 
 
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