| 1. Research Object Product placement is one of alternative promotion means of the existing traditional advertising communication type, and its effectiveness is getting bigger day by day because of the increase of movies, video media, and TV networks. The product placement, usually called Brand placement, is a new type of advertising communica tion means that pays the price in the movies defini tely. inserts the special products intentionally, and uses the brand name. It starts to be in the spotlight in the utility and usefulness owing to the increase of movies, video media, and TV networks. It means that the existing traditional forms of advertising are recognized as `an advertisement with the purpose of selling the goods` in process of consumers` information processing. It is because that the increase of degree of congestion by the increase of advertising exposure and the zapping or zipping in the TV advertisement decreases the effect of advertising message. Accordingly, it needs new advertising type in order to overcome the weak point in the traditional advertising communication means. As for the product placement in the movies(her eafter referred to as PPL). the consumers do not recognize the intention of communicating the message with the purpose of` commerce, and come to accept it naturally. The characteristics the intention of message for this persuasion acts on important advantages as a mean of product sales promotion. Since PPL agencies. film makers, and ERMA(Entertainment Resources and Marketing Association) for the persons in charge of marketing were founded in 1991, they developed to such an extent that they had almost 100 members, and constituted the ethics code. EMA(Entertainment Marketing Association) with the similar characteristics was founded in England, and participated in PPL of the movies and TV. The reason that it needs the status investigation and research in the filed like PPL in the moves at this juncture now is as follows. First, the importance of PPL has been raised in the practical affairs gradually. In foreign counties, PPL is growing to one of large?scale business. It is because PPL is a mean of promotion as a pay type that pays the price, and it is used as a type of` contract with the mutual profitability for interested parties between the marketers and film makers. Second, the study on PPL is a research filed that is interested and challengeable. Balssubramanian (1991) called PPL hybrid massages, and it classified as a new genre in the marketing communication instrument. The hybrid massages is a type combined with the advertisement and publicity, accordingly, there is possibility that can be developed as an alternative mean that can overcome the critical point of the existing traditional advertising methods. Lastly, it needs to compare with the differences in the interested parties` attitudes as ethical issues about PPL. Also, the necessity of establishment of proper standard by the related enterprises becomes a prominent figure to protect the audiences as consumers. This study is to investigate the status of PPL in two sides by the academic and practical methods. |
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