English  |  正體中文  |  简体中文  |  Post-Print筆數 : 11 |  Items with full text/Total items : 88613/118155 (75%)
Visitors : 23471531      Online Users : 254
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/79502
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/79502


    Title: 台灣地區電視節目置入與冠名贊助之現況研究
    A Study on the Current Situation of Product Placement and Sponsorship in Taiwanese Television
    Authors: 吳品賢
    Contributors: 賴建都
    吳品賢
    Keywords: 置入行銷
    冠名贊助
    置入行銷規範
    Product Placement
    Sponsorship
    Placement Regulation
    Date: 2015
    Issue Date: 2015-12-02 16:06:01 (UTC+8)
    Abstract: 我國於2012年10月國家通訊傳播委員會(NCC)訂定暫行開放置入行銷與冠名贊助之規範,使電視公司得以在節目製播資源上正式獲得企業挹注,並能夠製播更好品質的電視節目。
    本研究以NCC有條件放寬電視節目冠名贊助、置入行銷規範之基礎下,採用深度訪談法,邀請產業中擁有相關實務經驗之經理人與學界、政府機關共八位受訪者,探討產業置入行銷的業務推動、行銷策略、執行製作與相關態度四面相。
    研究發現,今日台灣電視節目製播生態不如以往,因此相關商業置入行銷與冠名、贊助為產業雙向合作的共生關係,而非過去較多為企業方的行銷需求。在此一行銷模式中,節目收視率與節目收視群為企業考慮合作可能性的主要兩大因素,然而,節目收視率並非企業絕對的評估合作之可能性,若節目收視群吻合度非常高,企業也愈傾向與該電視節目合作;電視台重視企業的則是品牌連結度、品牌形象與品牌知名度。但在彼此選擇中,電視台方擁有較大主導權選擇合作對象。
    此外,產、官、學之間因立場不同而產生一定的認知落差。研究者認為若電視台並無明顯違規,NCC仍以鼓勵業者自由製播為原則。NCC持續觀察產業之製播成效與發展,並適時與適當地放寬規範。最後,NCC應對於此一規範做內容限縮,而非在形式上過多限制,例如外購節目應不得接受冠名贊助,如此台灣電視產業競爭力才能實質提昇。NCC釋出更多的空間,也必須要適當地限縮才能夠有效扶植台灣電視製播產業。
    Since The National Communication Committee (NCC) began to ease restrictions on product placement and sponsorship permitted in television in October 2012, television corporations have been able to receive more investments officially from enterprises to improve the quality of their programs.
    Under this context of partially relaxed restrictions on television programs, this research includes in-depth interviews to members of different relevant organizations, namely 4 senior executives from television corporations, 2 from advertising sponsors, 1 from the academia, and 1 from a government agency, in order to deeply understand their business motivation, marketing strategies, executive production, and attitude toward the topic.
    This study found that product placement and sponsorship permitted in television is a mutual cooperation between television corporations and enterprises. In this way of marketing, television ratings and television viewer groups are the main factors that enterprises take into consideration. As far as television corporations are concerned, strength of relations, image, and awareness of enterprises are the issues they most care about.
    In addition, it was found that there is a perception gap among the industry, government agencies, and the academia. However, NCC continues to observe the development of the industry, and lift a ban on product placement and sponsorship in television properly at the right time. Finally, this study suggests that NCC should have restricted the policy on the content rather than on the form, for example, broadcasters should not be offering title sponsorship for imported television programs, so that the government can truly foster the television industry in Taiwan.
    Reference: 【中文】
    王冬(2014)。〈立白品牌如何自升級?〉。營銷百人,P105。
    朱珮忻(2003)。〈從消費者觀點分析企業運動贊助效果〉。國立台灣大學國際企業學研究所碩士論文。
    祁慧(2012)。浙江衛視與加多寶交互式營銷傳播研究——《中國好聲音》案例分析。浙江大學碩士論文。
    李金銓(1993)。《台灣的廣播電視藍圖》。鄭瑞城等編,《解構廣電媒體》,P522-526。
    林峻偉 (2006)。〈從消費者觀點探討企業贊助職業籃球運動之效益〉。國立台北大學企業管理研究所碩士論文。
    林瑋倫(2015)。〈軍事電影置入性行銷策略研究〉。國防大學政治作戰學院新聞學系碩士論文。
    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〉。國立成功大學企業管理研究所碩士論文。
    茹芳(2014)。〈電視節目與冠名廣告契合度評價量表構建研究〉。南昌大學傳播學碩士論文。
    陳湘東(1999)。〈節慶活動與企業贊助動機之研究〉。朝陽大學休閒事業管理系碩士論文。
    梁立君、李丹(2004)。〈對我國體育贊助效果評估的研究〉。浙江體育科學。
    馮義方(1999)。〈企業對運動贊助行為之研究〉。國立台灣大學商學研究所碩士論文。
    黃國師(2005)。〈「置入性行銷」是電視媒體的甜點還是雞肋?〉。《中華傳播學刊》,8,17-25。
    程紹同(1998)。《運動贊助策略學》。台北:漢文書店。
    彭浩(2007)。〈電視節目贊助的匹配性研究——以蒙牛贊助的“超級女聲”為例〉。華中科技大學碩士論文。
    楊炳韋(1995)。〈企業贊助公益活動行為之研究〉。國立政治大學企業管理研究所碩士論文。
    楊秀敏(2004)。〈線上遊戲產品置入傳播效果研究:以線上遊戲創作kuso世代為例〉。政治大學廣告學系研究所論文。
    劉念寧(1990)。〈大型企業贊助公益活動之研究〉。國立台灣大學商學研究所碩士論文。
    劉會召(2011)。〈新形式下的電視廣告競爭〉。《廣告資訊》,112:10-13。
    蔡季綾(2005)。〈產品置入型態與置入效果、品牌態度間關係之研究--以產品涉入度與年齡為干擾變數〉。國立成功大學國際企業研究所碩士論文。
    蔡國隆(2005)。〈電影中概念車產品置入之品牌態度效果研究〉。國立中正大學企業管理所碩士論文。
    賴建都(2011)。《不同性別之社群網路遊戲使用者對遊戲中廣告置入效果之研究―使用者遊戲經驗暨產品涉入度之影響》。(國科會專題計畫成果報告,100-2410-H-004-207-MY2)。臺北:國立政治大學廣告學系。
    戴淑瓊(2013)。〈電視節目冠名贊助行銷模式之探究〉。逢甲大學經營管理碩士在職專班論文。
    蘇文彬(2006)。〈台灣電視節目置入性行銷廣告效果之研究〉。銘傳大學傳播管理研究所碩士論文。
    【英文】
    Babin, L. A. & Carder, S. T.(1996a). Viewers’ Recognition of Brands Placed Within a Film. International Journal of Advertising, 15(2), 140-151.
    Babin, L. A. & Carder, S. T.(1996b). Advertising Via the Box Office: Is Product Placement Effective? . Journal of Promotion Management, 3(1/2), 31-51.
    Balasubramanian, S. K.(1994). Beyond Advertising and Policy via the Hybrid Messages and Public Policy Issues. Journal of Advertising, 23(4), 29-46.
    Bloxham, M.(1998). Brand Affinity and Television Programme Sponsorship. International Journal of Advertising, 1998, vol. 17, pp. 89-99.
    d'Astous, A. & N. Séguin(1999). Consumer Reactions to Product Placement Strategies in Television Sponsorship. European Journal of Marketing, 33, 9/10, 896-910.
    d'Astous, A. & Blitz P.(1995). Consumer evaluations of sponsorship programmes. European Journal of Marketing, 29(12), 6-22.
    Dennis R. Howard & John L. Crompton(2004). Financing Sport, Second Edition. Fitness Information Technology.
    Elliott, M. T. & Lockard, P.(1996). An analysis of information content in infomercial programs. Journal of Direct Marketing, 10(2), 44-55.
    Ford, B. and Ford, J.(1993). Television and Sponsorship. Oxford, Butterworth-Heinemann.
    Galician, M.(2004). Handbook of product placement in the mass media: New strategies in marketing theory, practice, trends, and ethics. New York: Best Business Books.
    Gardner, M. P. & Shuman, P. J.(1987). Sponsorship: An Important Component of The Promotions Mix. Journal of Advertising, 16(1), 11-17.
    Gupta, P. B. & Lord, K. 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.
    Janowski, D. A.(1980). Corporate sponsorship of sports event as a marketing strategy. The Pennsylvania State University.
    Karrh, J. A.(1998). Brand Placement: A Review. Journal of Current Issues and Research in Advertising, 20(2), (fall), 31-49.
    Krasnoff, R. (1986). Focus on Product Placement: From a Simple Idea to a Complex Marketing Tool. The Hollywood Reporter, 292(June 10), s-23.
    Masterson, R.(2005). The importance of creative match in television sponsorship. The International Journal of Advertising.
    McDaniel, S.(1999). An investigation of match-up effects in sport sponsorship advertising: the implications of consumer advertising schemas. Psychology & Marketing, 16, 163−184.
    Meenaghan, T.(1991). The role of sponsorship in the marketing communications mix. International Journal of Advertising, 10(1): 35-47.
    Rothenberg, R.(1991). Critics Seek F.T.C. Action on Products as Movies Stars. New York Times, Vol. 140 (May), D1.
    Russell, C. A.(1998). Toward a framework of product placement: Theoretical Propositions. Advances in Consumer Research, 25, 357-362.
    Russell, Cristel A.(2002). Investigating the Effectiveness of Product Placement in Television Shows: The Role of Modality and Plot Connection Congruence of Brand Memory and Attitude. Journal of Consumer Research, 29(Dec.), 306-318.
    Russell, Cristel A. and Belch, M(2005). A managerial investigation into the product placement industry. Journal of advertising Research, March, 73-92.
    Sandler, D. M., & Shani, D.(1989). Olympic Sponsorship vs. 'Ambush' Marketing: Who Gets the Gold? . Journal of Advertising Research, 11, 9-14.
    Steortz, Eva(1987). The cost efficiency and communication effects associated with brand name exposure within motion pictures. West Virginia University, Morgantown, WV.
    Thomas、Chris & Richard(1999). Advertising, second edition, 521~525.
    Useem, M.(1988). Market and institutional factors in corporate contribution. California Management Review.
    【網路資料】
    王丹(2014.01.03)。〈加多寶:做“好聲音”的“中國合夥人”〉。上網日期:2015年5月7日,取自http://chuansong.me/n/277055
    王彩平、胡平娟(2006.10.05)。〈置入廣告——電視廣告盈利新模式〉。上網日期:2015年5月17日,取自http://blog.sina.com.cn/s/blog_3fbd413a010005dx.html
    中華網(2013.12.05)。〈“史上最長冠名”灑淚揮別明年《爸爸去哪兒》〉。上網日期:2015年5月20日,取自http://finance.china.com/fin/kj/201312/05/7955153.html
    東北新聞網(2015.04.01)。〈《我是歌手》用三年輝煌修築電視營銷大道〉。上網日期:2015年5月16日,取自http://xy.nen.com.cn/system/2015/04/01/017112880.shtml
    報橘網(2015.02.13)。〈從 1 轉到 100 台都在講房事,台灣綜藝節目能這樣聊贏中日韓嗎?〉。上網日期:2015年5月5日,取自http://buzzorange.com/2015/02/13/problem-of-taiwan-variety-show/
    凱絡媒體週報(2015.01.29)。〈專題報告:顯眼的位置,不顯眼的操作:淺談「冠名贊助」〉。上網日期:2015年4月17日,取自https://twncarat.wordpress.com/2015/01/29/%E5%B0%88%E9%A1%8C%E5%A0%B1%E5%91%8A%EF%BC%9A%E6%B7%BA%E8%AB%87%E3%80%8C%E5%86%A0%E5%90%8D%E8%B4%8A%E5%8A%A9%E3%80%8D/
    電影情報局(2011.02.28)。〈[專題] 置入性行銷盛行好萊塢 《變形金剛2》稱冠〉。上網日期:2015年5月3日,取自 http://i-pk.tw/forum.php?mod=viewthread&tid=5521
    蘋果日報(2013.11.25)。〈政府管太多:冠名節目禁秀產品有名無實〉。上網日期:2015年5月9日,取自 http://www.appledaily.com.tw/appledaily/article/headline/20131125/35462384/
    Arstechnica(2008/09/17), Product placement still huge as advertisers fight DVRs, Retrieve May 15, 2015, from: http://arstechnica.com/uncategorized/2008/09/product-placement-still-huge-as-advertisers-fight-dvrs/
    BRANDS & FILMS(2011/01/13), “Top 40 Product Placements of all time: 10-1”, Retrieve May 28, 2015, from: http://brandsandfilms.com/2011/01/top-40-product-placements-of-all-time-10-1/
    David Kaplan, Product Placement Outpaces Ad Spending(Mar. 2005), Media Post, Retrieve May 29, 2015, from: http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=2 8681&Nid=12778&p=276816
    ITC(2000), ITC Code of Programme Sponsorship, Retrieve May 15, 2015, from: https://www.google.com.tw/url?sa=t&rct=j&q=&esrc=s&source=web&cd=3&cad=rja&uact=8&ved=0CC0QFjACahUKEwisid2DjMTIAhUELqYKHQXgBF8&url=http%3A%2F%2Fwww.ofcom.org.uk%2Fstatic%2Farchive%2Fitc%2Fuploads%2FITC_Programme_Code_of_Sponsorship.doc&usg=AFQjCNEA913lrkySvjfyADuBdoS0lMOIyQ&sig2=r-hKkiGf4acSgEq_1b9tow
    PQ media (2012), PQ Media Global Product Placement Spending Forecast 2012-2016, Retrieve May 26, 2015, from: http://www.pqmedia.com/globalproductplacementforecast-2012.html
    The Pop History Dig(2015/01/26), CBS Voves Lucy, Retrieve May 28, 2015, from: http://www.pophistorydig.com/topics/cbs-loved-lucy-1950s-1970s/
    Description: 碩士
    國立政治大學
    廣告學系
    102452006
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0102452006
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

    Files in This Item:

    File SizeFormat
    index.html0KbHTML293View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback