| 摘要: | 置入性行銷應用在媒體多年，範圍遍及平面、電視、廣播、網路等媒體，另外，因為談話性節目具有製作成本低、清楚傳遞廣告主訊息以及議題深受閱聽眾喜愛等因素，也使得原本以政論為主的節目，延伸出健康、生活、電影等多元化的談話性內容，其操作與策略便是本研究的重點。本研究採用深度訪談法，訪問對象包括廣告業務人員和新聞主管、製作人、主持人以及企劃人員各兩位，總共十位人員，藉以分析與探討參與置入性在新聞談話性節目中的策略與操作方式。
研究結果發現，廣告與新聞結合創造出更多元的新聞談話性節目。因為廣告主的來源就包括政府單位、藝文活動、ON LINE GAME、生活消費、健康資訊等等，生活上所需的吃喝玩樂相關的廣告主，皆想藉由談話性節目增加閱聽眾對產品的印象與認識，因此為了符合廣告主、閱聽眾以及新聞媒體賺錢的需求，因而衍生出更加多元化的新聞談話性節目。
隱性地置入性行銷手法是目前媒體最常用的手法。在法令規範的監督下，新聞媒體為避免被罰錢，以隱藏商標、不提商品名稱、輔助畫面的應用，多樣商品的呈現等較不明顯的置入方式，將產品訊息釋出，進而引起閱聽眾的注意。
法令規範有助於新聞從業人員操作新聞談話性節目更為謹慎。因為明文規定，讓新聞從業媒體以及廣告主，可以清楚地了解產品商標的露出、提供諮詢電話、產品的出現等操作手法是違背法令規範的行為，也因此在置入性的操作上會更為小心、謹慎。
各部門的溝通、協調有助於置入性行銷的實行。了解廣告主以及新聞節目製作單位的需求，不僅可以維持節目在閱聽眾的專業信與可信度，也可以將產品訊息、特色完整傳遞給觀眾，避免日後產生的合約糾紛。
Product placement has been widely utilized in different media for several years,
including newspaper, television, radio, Internet and others, especially in multiple talk
show. Because this kind of TV programs can lower the price of production, deliver
advertisers’ information to the audiences clearly, and audiences like the issues that
talk show programs discuss and so on. For those reasons, the talk shows’ issues from
the politics extend to healthy, life style, movie, traveling and other interesting issues.
This study focuses on the operation and strategy of talk show programs.
Interviewing ten persons include advertisement sales, news program manager,
producer, host and project planner. This study analysis and discuss the product
placement in the operation and strategy of talk show programs.
Form the study results; we can find out that integrating advertisements and news
can create more multiple talk show programs. Because the talk show programs’
advertisers include government units, art activity units, on line game company, and
everything related to people’s life. They all want to increase the impression of
audiences by producing the talk show programs. Therefore, to meet the market needs
of advertisers, audiences and medias, there are more and more talk show programs,
which have been produced.
Regulatory compliance helps journalists more cautious of operating news and
talk shows. As provided, Media and advertisers can clearly realize the behaviors of
that the exposure of product labeling, providing telephone consultation, product
appearance, etc that will violate regulatory compliance. It will be more careful and
cautious on product placement.
Communication and coordination between departments are helpful to the
implementation of product placement and understand the demand of advertisers and
new producers. It can not only maintain the professional and credibility for reading
audience, but also pass product information and features completely in order to avoid
future disputes of contacts. |
