国外植入式广告研究新进展评介

被引：17

作者：

卢长宝

王丹丹

机构：

[1] 福州大学管理学院

来源：

外国经济与管理 | 2010年 / 32卷 / 12期

关键词：

植入式广告; 隐性广告; 植入式营销;

D O I：

10.16538/j.cnki.fem.2010.12.005

中图分类号：

F713.8 [广告];

学科分类号：

050302 ; 1403 ;

摘要：

植入式广告已成为一种重要的传播工具。本文从植入式广告的定义、信息呈现方式、广告效果、效果影响因素和适用性等方面,对国外近二十年来具有代表性的植入式广告研究文献进行了回顾,并指出了未来研究方向。

引用

页码：36 / 42

页数：7

共 8 条

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