The Study on TV Drama of Product Placement

• Main Author: 唐淑珍
• Other Authors: 關尚仁
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/83713143572517122588

碩士 === 國立政治大學 === 傳播學院碩士在職專班 === 96 === Since the China Television Corporation（CTV）produced the first Taiwan’s TV serial drama---“Jingjing”（晶晶）in 1969, a new era of drama began. From the prime-time soap opera, 9P.M. unit theatrical, to local serial drama, idol drama and even docudrama, TV opera in Taiwan are full of variety. Changing based on primary trends is the reason why entertainment industry in Taiwan can keep highly competitive in the past 40 years. Due to the great development of communication technology and cable TV system, media commercial market in Taiwan became more and more competitive. Now marketing staff usually adopt “Product Placement Strategy” to combine merchandise and TV opera. They want to create more and various opportunities to expose the products and brands in the shows. This research used the way of depth interview with 11 persons who have full working experiences on three dimensions: the production of TV drama, media agent and client, then concluded the opinions from these professional people. Via the view of pre-production specialists for product placement marketing field, this research analyzes and induces the way to operate a successful marketing campaign by using product placement strategy in Taiwan TV serials. The purpose of this research is providing positive suggestions to enhance the performance of placement marketing.