The Study of the Operation Model of Placement Marketing in Taiwan Teenager’s Idol Serie

• Main Authors: LAI TSUNG PI, 賴聰筆
• Other Authors: Su-Lee Tsai
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/32445322850321299908

碩士 === 輔仁大學 === 織品服裝學系 === 94 === The low production cost and large production base in China cause a serious product surplus problem. Therefore, some enterprises use various marketing strategy in order to maintain and sustain their competitiveness. Under these circumstances, placement Marketing is getting popular and evolved from non-paid tool to paid tool, as well as extended from movies to all kinds of public and non-public media. This study uses Taiwan teenager TV idol series - The Outsider II – to investigate the operation model of placement marketing on advertiser, advertising and media buying company, TV station and production house on advertiser, advertising and media buying company, TV station and production house. We also investigate the influence of placement marketing of purchase willingness on Taiwan’s teenager. This research is qualitative in base and uses in-depth interview on advertiser, advertising and media buying company, TV station and production house to find out their concept, attitude, operation mode, and the viewpoint toward placement marketing. In addition, focus group interview was conducted on 16 teenager audiences of “The Outsider II” to further understand and test the acceptability, recognizing ability, purchase willingness, and viewpoint toward placement marketing. Finally, content analysis and quantitative analysis were used and the results of both analyses were used to do cross analysis. The research findings were: First, placement marketing had been mainly regard as side tool as in the whole marketing activities. Nevertheless, naturally placing the brand product and brand identifier into the drama as well as giving the product the symbol and meaning, had been recognized as the most efficient and preferable way of product placement by teenagers. Second, advertisers used qualitative, quantitative and contract agreement to evaluate the performance of placement marketing. Third, though teenagers might have different attitude toward marketing placement, however, their attitude was basically positive. Nevertheless, the creativity and quality of the placement would affect the attitude. Fourth, placement marketing might affect the youth purchasing behavior through the factors of self-realizing, pressure and opinion from peer group, the vogue and culture trend, the lure of media and advertising.