從產品置入到網路上的品牌置入性娛樂： BMW電影的案例

Abstract

The digital revolution and its effect on the communications landscape cannot be overstated. With media platforms multiplying; the internet moving ever closer to being our primary source of information, music and entertainment; and TV recording technology allowing for easier ad-skipping, advertisers worldwide are worried that traditional advertising models are not as effective as they used to be. Today, market fragmentation and the skyrocketing cost of television advertising is causing marketers to look at branded entertainment as a viable way to connect to consumers outside the 30-second spot. Over years product placement as communication technique has evolved from its simplest form of “placing” a product or a brand in a media to a more complex form where brand is the source for the advertiser produced entertainment content. The outcome is a concept the advertising industry is calling branded entertainment. Branded entertainment has received considerable attention from scholars and practitioners alike, though little academic research has been conducted to systematically study the concept of branded entertainment and its forms. The need for the research of this phenomenon is particularly urgent given the current state of the industry. This study is an attempt to determine branded entertainment phenomenon and its possibilities within non-traditional media- Internet. The main objectives of the current research are to: 1) analyze the concept of branded entertainment by studying the evolution from product placement and systematizing various forms of branded content. 2) examine possibilities of branded entertainment on the Internet, and special characteristics of advertising on the Internet, its difference from traditional advertising. Applying an exploratory approach, this study mainly employs secondary research techniques to address the research questions. As for research methodology, the use of case study was fundamental to identify successful branded entertainment techniques on the Internet.