央视春晚植入式广告营销新探

目前我国植入式广告的不成熟,导致央视春晚植入式广告存在植入生硬、与节目关联度偏低、缺乏系统规划等方面的不足。简单取消做法并不可取。在新的经济、媒介、受众环境下,央视春晚植入式广告的运作与管理亟待创新。坚持内容至上,以真实为生命,重视专业策划,注重产品与节目的深度契合,开发新型植入方式,开展效果评估,倡导全方位的整合营销,有利于实现企业、媒体、公众三方的共赢。

New Analysis of the Placement Marketing Strategy in CCTV Spring Festival Cala

At present,product placement in China is immature,which leads to the problems of stiff effects,low correlation with programs and lack of systematic planning in CCTV Spring Festival Gala,but simple canceling is not a good way.In the environment of new economy,new media and new audience,the operation and management of product placement in CCTV Spring Festival Gala need innovation.More attention should be paid to the content,the reality and professional planning.More emphasis should be given to the deep correlation between products and programs to develop new implantable methods,to promote effect evaluation and propose all-around integrated marketing,which is beneficial for achieving a win-win situation for enterprises,media and the public.