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1、一、外文原文Product Placement Growing Most Recent Numbers Total $1.5 BillionBy Jon LafayetteProduct placement has become a huge business both in the U.S. and abroad, as anyone who has seen Courtenay Cox drive around in a Pontiac Solstice in FXs Dirt could tell you.A new report from PQ Media confirms that
2、impression, with figures showing that the U.S. was the largest market for paid product placement at about $1.5 billion in 2005. Thats up 49 percent from 2004. With barter and value-added deals factored in, the value of product placement in the U.S. during 2005 rises to $6.2 billion.Television, which
3、 accounts for the biggest chunk of paid product placement, grew 70.5 percent to $941.2 million in 2005, while placements in film were worth $499.8 million, up 23 percent.Globally, the paid-product-placement market was $2.45 billion, up 40.3 percent. If the value of non-paid placements is included, t
4、he market would be $6.24 billion, up 27.8 percent from 2004. Television accounted for the bulk of paid product placement spending in 2005 at $1.6 billion worldwide, up 51 percent from 2004.The report called product placement one of the fastest-rising stars of this new media order. The growth is fuel
5、ed by the perception that ad-skipping technology is negatively impacting the 30-second spot, driving brand marketers to seek alternatives such as product images embedded in the program rather than during commercial breaks.That explains the rapid growth of placement at a time when traditional spendin
6、g on TV ads is virtually flat.In the U.S., the biggest spending category is transportation and parts, which is also the top traditional advertising spender. Other big users of product placement include apparel and accessories; food and beverage; travel and leisure; and media and entertainment.The gr
7、owth will continue, according to PQ Media.In the U.S., paid product placement is expected to hit $5.5 billion in 2010, a 29.6 compounded annual growth rate. The value of paid TV placement should rise by 34 percent annually to $4.1 billion.Globally, the value of paid product placement in 2010 is expe
8、cted to hit $8.1 billion. Thats a compounded annual growth rate of 27.1 percent. About $6.1 billion of that will be on television, which is growing at a 29.8 annual percentage rate.Product placement is defined as a process through which an advertiser integrates a product into selected media, most of
9、ten television and film, for clear visibility. PQ Media noted that although the product is visible, it is often not the focus, as it needs to fit almost seamlessly into the context of a scene or story.PQ Media noted that product integration is a special type of product placement in which the adverti
10、sers product is central to the programs plot line.The report discussed three ways an advertiser can provide compensation for product placement: The first is straight pay; the second is barter, in which the product itself is the compensation. In both of these cases, PQ values the product based on the
11、 quality of the placement. The third way an advertiser can provide compensation for product placement is when it is considered value-added and included in the purchase of more traditional ad time. As with barter arrangements, PG looks at the exposure value of the placement in putting a value on it f
12、or the study.According to PQ Medias Opinion Leader Panel, paid placements are overwhelmingly replacing barter and added-value arrangements. In addition, brand marketers are becoming more aware of the quality of placement by using various measurement tools and seeking better integration of their prod
13、ucts into television programs and films, the report said.PQ Medias methodology for its study is a combination of its Global Opinion Leader Panel, which includes more than 50 of the worlds leading authorities in product placement, its proprietary Spend Track database and exclusive econometric modelin
14、g.The research company said it believes in separating paid-placement spending from the value of barter and exposure of non-paid placements in order to reflect demand in the marketplace for product placement. 二、译文植入广告成长最新数据总计15亿美元作者：乔恩拉斐特植入广告在美国以及国外都已经成为了一个巨大的产业，任何看过柯特妮考克斯在FX电视台推出的电视剧流言中开着庞蒂克至点车的人都能告
15、诉你这一点。PQ媒体最新报告证实了这个想法，其数据资料显示美国是植入广告花费最大的市场，在2005年约达到了15亿美元，比2004年增长了49%。如果再加上物物交换和增值交易，那么美国植入广告的价值在2005年就上升到了62亿美元。电视媒体算是植入广告花费的大头，在2005年增长了70.5%，价值达9412万美元，而在电影中植入广告的价值也达到了4998万美元，增长了23%。全球市场上，植入广告市场价值已经达到24.5亿美元，增长40.3%。如果算上没有付费的植入广告的价值，那么全球市场将达到64.4亿美元，比2004年同比增长27.8%。2005年全球电视媒体占了付费植入广告花费的大部分，达
16、到了16亿美元，比2004年同比增长了51%。报告中称，植入广告是“新媒体秩序中增长最快的明星之一”，它的增长得益于广告跳过技术对30秒广告产生负面影响的观念，这一观念驱使品牌营销人员寻找其他可替代的方式例如将产品信息植入到节目中，而不是插入广告时间。这就解释了为什么植入广告在一段时间内快速增长而传统电视广告的花费却日趋平衡。在美国，花费最大的行业是交通业及其相关行业，同时也是最传统的广告花费的所在。其他较大的植入广告花费有服装及饰品，食品和饮料，旅游休闲以及媒体和娱乐。根据PQ媒体研究，增长还将继续。2010年美国付费植入广告有望达到55亿美元，年复合增长率为29.6%。付费电视植入广告的价
17、值将每年上升34%达到41亿美元。全球付费植入广告的价值在2010年有望突破81亿美元，年复合增长率为27.1%。其中电视大约占61亿美元，年增长率为29.8%。植入广告被定义为广告人将产品融入到所选媒体中的一个过程，通常其选择的媒体是电视和电影，因为他们有很好的视觉效果。但PQ媒体却指出，尽管产品是可见的，但它通常不是视觉的焦点，因为它必须要不着痕迹的完全融入到电影电视场景或剧情中。PQ媒介研究指出产品整合是一种特殊类型的植入广告。在这种类型中广告主的产品是节目情节线的中心点。这个报告讨论了三种广告主为植入广告提供补偿的方式：第一种是直接支付；第二种是物物交换，在这里产品本身就是补偿。在这两
18、种情况下，PQ媒介研究评估产品根据的是植入广告的质量。第三种广告主能为产品提供补偿的方式是当产品被认为是增值的且包括在更传统的广告时间里购买的。对于物物交换的补偿方式，PG把植入广告的曝光率作为参考价值进行研究。根据PQ媒体的意见领袖小组，付费植入广告将全面取代物物交换和价值增长方式。“除此之外，品牌营销人员也变得越来越重视通过使用各种测量工具和寻找更好的整合手段使产品融入到电视节目和电影中提高植入广告的质量。”该报告指出。PQ媒体的研究方法是全球意见领袖小组的结合，其中包括了50多家研究植入广告方面的世界领先权威机构，专有的Spend Track数据库和专用的经济计量模型。该研究公司表示，它相信把付费植入广告花费与物物交换的价值和曝光非付费植入广告区分开来是为了反映市场对植入广告的需求。
广告学 外文翻译 外文文献 英文文献 植入广告成长最新数据总计15亿美元
