Cctv Sports Channel Implantable Advertising Research

Modern society, with the rapid development of economy and communications, advertising industry has become an indispensable part of the television media. With the deepening development of advertising, traditional advertising, but also developed a new way of advertising--Product placement. And in recent years, with the traditional advertising into the "bottleneck", product placement in the advertisers and media is formed a kind of fit, rapid developing such as bamboo shoots after a spring rain.CCTV sports channel as a representative of the professional sports channel, the quality of programs, the number of viewers, ratings and advertising firm quality relative to other sports channels and even other channels, CCTV-5have unparalleled advantages. CCTV-5’s product placement is developing quickly in recent years. In this thesis, I used Literature summary law. the methodology of case study, text analysis and other research methods, detailed overviewed the development of the CCTV sports channel implantable advertising, features, advantages and integration trends, then analyzed some problems of television product placement exists, and summarized the strategies for successful implantation, thus play a guiding role of theory and practice for China’s TV media product placement.I found that product placement of the TV channel has its own characteristics and development prospects by studying the CCTV sports channel product placement, but there are some defects, for example, too much number, poor quality, lack of rational persuasion, lack of deep-seated implant, I hope that academia and industry can be overcome those defects in future research and use in the domestic.At present, there is no systematic study of product placement of a TV channel academia. As the nation’s largest professional sports channel, CCTV sports channel is the leader in the use of product placement, therefore, study of CCTV Sports channel placement, it is an important reference for other domestic sports channels and even all the TV channels.