王毓莉

Yu-Li Wang

理念行銷 ； 置入性行銷 ； 菸害防制 ； 健康傳播

idea marketing ； product placement ； tobacco control ； health communication

「置入性行銷」是台灣近期較常運用的新興行銷手法。有別於傳統廣告的呈現方式，置入性行銷係透過電影或戲劇節目等管道呈現商品訊息，其目的是讓消費者在不知不覺中接觸商品的訊息。本研究針對質化案例，以焦點團體訪談法與深度訪談法，分析政府運用置入性行銷從事菸害防制之情形。除了在文獻方面針對新興崛起的置入性行銷，作一通盤的檢討與分析外，主要目的在於：(1)為有效推廣菸害防制的觀念，分析目前菸害防制工作，運用置入性行銷的手法與呈現方式；(2)從健康傳播的角度，進一步提出運用置入性行銷從事菸害防制工作的積極建議。

One hot issue that has been intensively debated in Taiwan is the utilization of "product placement" in media contents. The advertising and marketing practitioners have employed "product placement" to promote products or merchandises. Product information has been embedded in media contents in order to increase brand awareness, influence the consumer's attitude positively toward the product, and stimulate the willingness for the consumer to purchase the products. While consuming media contents, the audience is also unconsciously exposed to commercial information. The objectives of this study were first to explore the utilization of product placement in promoting the concept of tobacco control. Secondly, to provide guidelines for better use of product placement in government tobacco control. To achieve these objectives, this study employed the qualitative analysis of the product placement cases in tobacco control, the methods of the focus group interview, and in-depth interviews.