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    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/105091
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/105091


    Title: 媒體內容或是廣告?「置入性行銷」之探討
    Authors: 徐振興
    Keywords: 媒體內容;廣告;置入性行銷
    Date: 2005-01
    Issue Date: 2016-12-19 16:06:12 (UTC+8)
    Abstract: 當在電影中看到布萊德彼特(Brad Pitt)帥氣悠閒地在星巴克品嚐咖啡,一面跟女主角談情說愛,你會不會突然有股想去「星巴克」啜飲一杯咖啡的衝動?看完日劇「戀愛世代」後,你是不是曾經打聽劇中Tiffany的水晶蘋果要上哪兒才買得到?如果類似的情況曾經發生,你一定是不小心被置入性行銷施了神奇的魔法。你是不是曾經有過「為什麼這齣偶像劇所有的角色都只喝某一品牌的蕃茄汁?」、「新聞局為什麼要規定某部偶像劇必須在產品出現時打上馬賽克?」的疑問,不要懷疑,這也是置入性行銷闖的禍。
    Relation: 廣告學研究, 23,151-155
    Data Type: article
    Appears in Collections:[廣告學研究] 期刊論文

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