| Summary: | 碩士 === 國立政治大學 === 傳播學院碩士在職專班 === 105 === The purpose of this study is to understand how the TV industry to carry out advertising marketing campaigns for TV sports, and how the advertisers interact with each other in this process.
Nowadays, in addition to the regular sales of TV commercials, it is often possible to join the "product placement", which may be related activities, news, derivative issues, programs, digital media cooperation and so on. This is also called “project” by this industry. However, how different TV stations sell their specific sales packaging is often a secret.
In the past, the related research on “product placement” was mainly originated in the novel publishing industry and movies. Accordingly, the discussion focuses on the description of strategic direction instead of tactics, especially for TV sports programs.
Therefore, this study attempts to provide the concrete suggestions and solutions through the case study method. The two cases chosen for the thick description and summary are the Asian Games on TV dominated by terrestrial TV and cable TV separately.
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