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央视春晚作为国内传播力度最强的大型晚会,成为商家植入广告的必争之地,在央视春晚中插入植入式广告已经成为一种重要的广告方式,但是它也是一把双刃剑,春晚庞大的受众群和春晚的信任度使得企业产品形象和知名度能得到提升,节目组相应也可以得到巨额广告费,同时,春晚也存在一些劣势,不合时宜频繁出现得广告会使节目的关注度下降,在广告具体运用的过程中一定要把握好度,媒介、受众以及广告商应该处理好三者之间的关系,达到三方利益的均衡,让春晚中的植入式广告发挥良好的作用。
CCTV Spring Festival Evening as the most widely disseminated large-scale party to become a commercial placement of the battleground, in the CCTV Spring Festival Gala insertion into the advertising has become an important way of advertising, but it is also a double-edged sword, Spring Festival Gala huge audience and the trust of the Spring Festival Evening makes the product image and visibility can be improved, the program group can also get huge advertising costs, while Spring Festival Gala there are also some disadvantages, the outdated frequent advertisements will make the program less attention In the specific application of advertising must take a good degree, the media, the audience and advertisers should handle the relationship between the three, to achieve a balance of interests of the three parties so that the Spring Festival Gala implanted ads play a good role.