媒體行銷的奇葩：醫療產業的置入性行銷初探
Date Issued
2004
Date
2004
Author(s)
徐梅屏
DOI
zh-TW
Abstract
THESIS ABSTRACT
GRADUATE INSTITUTE OF BUSINESS ADMINISTRATION
NATIONAL TAIWAN UNIVERSITY
HSU MAI PING JULY, 2004
ADVISER：ANDY CHEN
Product Placement Marketing has been very popular among the news media in recent years. However, no academic research has been conducted on the effect of product placement marketing for the news media in Taiwan. The issue is somewhat sensitive that the media have been avoiding, while the enthusiastic industries do not openly discuss its effectiveness. In our research, we broke the silence and studied the product placement marketing in medical industry through analyzing the news contents from the Central Communication Agency. Our research shows that the rise of product placement marketing has changed the eco-system of the medical industry, which was dominated by relational marketing before. However, the execution has been quite rough that the expected product placement effect has not been successfully achieved. It is our suggestion that the media should return to the marketing method of public reporting.
Keywords: Product Placement, Product Placement Marketing, Marketing Communications, Medical Industry, Public Relations, Public Reporting
Subjects
置入性行銷
公共關係
公共報導
行銷溝通
醫療產業
產品置入
Marketing Communications
Public Reporting
Public Relations
Medical Industry
Product Placement
Product Placement Marketing
Type
other