CAJ | 학술논문

影视热播节目具有社会关注人数多和层面广的特点，是一些产品和品牌“傍焦营销”经常借用的焦点。从目前对影视热播节目的傍焦营销案例中可以发现，这种营销方式对于借力的产品和品牌有不错的宣传效果，对于热播节目也会产生积极的作用。而提升对社会焦点的敏感度、提高策划能力、培养快速反应能力是破解傍焦营销存在迷局的关键。
영시열파절목구유사회관주인수다화층면엄적특점，시일사산품화품패“방초영소”경상차용적초점。종목전대영시열파절목적방초영소안례중가이발현，저충영소방식대우차력적산품화품패유불착적선전효과，대우열파절목야회산생적겁적작용。이제승대사회초점적민감도、제고책화능력、배양쾌속반응능력시파해방초영소존재미국적관건。
The film and TV hit shows are concerned by numbers of people from multi-level , and used for marketing by some products and brands. From the current alongside coke marketing case , it can be found that this marketing approach has a good publicity for products , brands and the hit shows. To enhance sensitivity to the social focus, improve planning ability, culture and rapid response capability are the ways to break the puzzle of the alongside coke marketing.