A Research On Operations Of Implanted Advertisement In City Television Stations

Product placement is one of the common approaches in the media of televisionstations. Currently, under the intensive change of policy management and marketcompetition, how to operate product placement has become an urgent issue.Researches on this issue not only can help operate product placement, but also bringsbenefits and reference for other media in advertising operations.Based on the characteristics of product placement, the research uses observation,literature review methodology, comparison and categorization, and case study to1)analyze the relationship between the operations of product placement and businessmarketing,2) clarify the external environment of product placement and3) theadvantages and disadvantages of operating product placement in city televisionstations. By adopting the operations of TV product placement in Q city televisionstation as a blueprint, the research presents the current operation situations of productplacement in city television stations, explores the existing problems and the reasonsunderneath, and solutions for scientific operations of TV product placement.In the process of analysis, the research integrates the theories of Marketing andManagement, Micro Economics, Consumer Behaviors, Communicating and so on,combining with the five competing forces from Michael Porter (1979), so as toanalyze the relationship among city television stations and other related parties, andsummarize the principles that will ensure the benefits for media of television,advertisers, audience and society.The research results demonstrate that product placement has positive impact on theadvertisement operations of city television stations; the current environment issuitable for the operations of product placement in city television stations, and theoperations of product placement in city television stations requires considerationsdeveloped in a systematic way. The relatively creative findings unveiled by theresearch are a) the presentation of positive significance generated by the productplacement for the advertising operations of city television, b) the revealing of the relationship between TV programs and TV product placement, and the solutions forscientifically operating product placement.