The Problems And Strategies Of Integrated Marketing Communication Of TV Drama

The research object of the thesis is the integration of marketing TV drama Product placement the spread of this phenomenon,the concept of integrated marketing communication is proposed by don.E.Schultz professor at the University of the United States,IMC TV drama Product placement refers to the implantation of advertising according to the TV drama of the entire process,and TV drama content properly and fusion.Using a variety of platforms,integrate the advantages of resources,integration of communication way.In the mobile Internet era,with the emergence of new media in the context of the emerging Internet and wireless networks,film and television drama full access to the development of implantable advertising,mobile Internet brings more opportunities for implantation.This new way of communication is constantly improving and exploring,the film and television drama placement advertising integrated marketing of specific ways? What are the problems in the process of integrated marketing communication? Advertising industry how to seize the opportunity of integrated marketing in the era of big data to make better development of implantable advertising? This is the main content of this paper.This paper is divided into four chapters,the first chapter explains the characteristics of the film and television drama placement advertising and the emergence of integrated marketing communication.The second chapter of the TV drama Product placement integrated communication mechanism for paper,brand content marketing is the main way of film and television drama Product placement in the process of communication,the use of film and television drama creation in the process of the content of the advertising content,and with the help of stars and other opinion leaders the power of publicity.In addition,the integrated marketing of TV drama Product placement in the new media era by WeChat,micro-blog,video website to spread,and has interactive,timeliness,online and offline Internet and other characteristics,and the emergence of a new implant scene + barrage type.With the new media platform for the dissemination of implantable advertising to meet the trend of integrated marketing communications,innovative.The third chapter discussessome problems in the new media era of TV drama Product placement exists in the integrated marketing communication process,are discussed in the new media environment,economic and ecological chain using social media and video sites spread in the process is not perfect,the integration platform for the dissemination of restrictions,the lack of effective pricing system as well as the implantation effect evaluation system of problems in the process of marketing.Faced with the trend of big data and integrated marketing communication,traditional advertising companies are facing the urgency of the change of thinking and business model.Secondly,in the process of content integration marketing,there is a lack of relevance between the implanted advertising and drama,and the lack of innovation in the content.In the dissemination of the integration of new media in some content integration,advertising content repetition frequency is too high,can not be fixed for users to efficiently run,some of the advantages of the new media did not play out.In the fourth chapter,the author puts forward the specific solutions to the problems in the process of the integration of the film and television drama placement advertising in the third chapter.Film and television drama integrated marketing communication is constantly being explored to improve,with large data and Advanced science and technology,for the audience to spread more accurately,to provide them with valuable advertising information.The development of integrated marketing also needs a process,and the need for continuous innovation in the advertising industry,in the process of CO opetition in progress,followed by technological innovation for innovation.