2013年广告学外文翻译--广告与植入式广告消费者如何评估每一项的价值（节选）

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1、2450 英文单词， 1.4 万英文字符 ，中文 4300 字 文献出处： Gangadharbatla H, Daugherty T. Advertising versus product placements: how consumers assess the value of eachJ. Journal of Current Issues & Research in Advertising, 2013, 34(1): 21-38. Advertising Versus Product Placements: How Consumers Assess the Value of Each

2、Harsha Gangadharbatla； Terry Daugherty Advertising professionals today are facing more challenges than ever before because of the dramatic manner in which the mass media have transformed during the past 50 years. The changing media landscape has led advertisers to seek alternative methods, such as p

3、roduct placement, in order to establish brand contacts that were once dominated by traditional advertising. The purpose of this research is to specifically measure the perceived value product placements hold in consumers minds and understand how this impacts general attitudes toward this tactic. To

4、this end, an online survey is administered to a sample of research panel participants (n =1475) to investigate how informative, entertaining, and irritating product placements are to consumers. Data from the survey are used to test a value model. The business of advertising is in the midst of radica

5、l changes. Technological innovations such as digital video recorders (DVRs) threaten the future of the 30-second commercials. Traditional media have fragmented as consumers are increasingly migrating to the Internet and websites such as H and TV.com to consume their favorite shows. These changes hav

6、e led advertisers to seek alternative methods, such as product placements, in order to establish brand contacts that were once dominated by traditional advertising. According to PQ Media the amount of money spent on product placements is expected to reach $5.6 billion by 2010 (Goodale 2008). This represents a significant shift in advertising dollars from traditional media to alternative venues such as product placements. With so much as stake, it is not surprising that there is an inc