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综艺节目花式广告多?全是“明星太贵”逼的

来源: 南方日报网络版     时间: 2019年10月22日 23:53:53
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(《奇)(葩)(大)(会)(》(图)()和)(《奇)(葩)(说)(》的)(广)(告)(植)(入)(有)(趣)(。
《奇)(葩)(大)(会)(》和)(《奇)(葩)(说)(》(图)()的)(广)(告)(植)(入)(有)(趣)(。
  综)(艺)(节)(目)(近)(几)(年)(成)(为)(各)(卫)(视)(、网)(络)(平)(台)(创)(造)(收)(视)(率)(的)(拳)(头)(产)(品)(,自)(然)(也)(越)(来)(越)(受)(到)(广)(告)(商)(的)(青)(睐)(。观)(众)(发)(现)(,综)(艺)(节)(目)(中)(的)(广)(告)(,越)(来)(越)(少)(地)(采)(用)(传)(统)(植)(入)(形)(式)(,而)(是)(花)(样)(百)(出)(,新)(鲜)(有)(趣)(。不)(少)(观)(众)(直)(呼)(:“我)(现)(在)(就)(爱)(看)(广)(告)(,节)(目)(组)(的)(脑)(洞)(大)(得)(好)(吸)(引)(人)(。”显)(然)(对)(花)(式)(广)(告)(很)(买)(账)(。
  综)(艺)(节)(目)(的)(花)(式)(广)(告)(也)(为)(广)(告)(商)(带)(来)(了)(丰)(厚)(的)(回)(报)(,比)(如)(《奇)(葩)(说)(》第)(三)(季)(节)(目)(冠)(名)(商)(某)(服)(装)(品)(牌)(APP,“节)(目)(播)(出)(后)(,品)(牌)(认)(知)(度)(的)(提)(升)(达)(到)(了)(415.4%”。
  为)(何)(各)(节)(目)(组)(要)(拼)(命)(打)(花)(式)(广)(告)(?为)(何)(业)(内)(人)(士)(又)(说)(出)(“我)(们)(都)(在)(给)(明)(星)(打)(工)(”的)(话)(?这)(些)(花)(式)(广)(告)(创)(意)(何)(来)(?如)(何)(运)(作)(?新)(京)(报)(记)(者)(采)(访)(了)(《火)(星)(情)(报)(局)(》、《奇)(葩)(说)(》、《笑)(星)(撞)(地)(球)(》等)(制)(作)(团)(队)(,一)(一)(揭)(秘)(。
  1为)(何)(要)(狂)(打)(花)(式)(广)(告)(?
  明)(星)(太)(贵)(,必)(须)(依)(靠)(“广)(告)(金)(主)(”才)(有)(钱)(请)(
  “一)(档)(节)(目)(至)(少)(七)(成)(甚)(至)(是)(八)(成)(的)(费)(用)(都)(要)(给)(明)(星)(,比)(如)(说)(招)(商)(一)(个)(亿)(,七)(千)(万)(到)(八)(千)(万)(是)(给)(明)(星)(的)(,剩)(下)(两)(千)(万)(才)(是)(纯)(制)(作)(成)(本)(。”
  据)(悉)(,《奇)(葩)(大)(会)(》的)(总)(冠)(名)(及)(行)(业)(赞)(助)(招)(商)(过)(亿)(。但)(据)(业)(内)(知)(情)(人)(士)(介)(绍)(,这)(其)(中)(真)(正)(用)(于)(制)(作)(的)(费)(用)(其)(实)(有)(限)(。“因)(为)(大)(部)(分)(钱)(都)(要)(给)(嘉)(宾)(,制)(作)(成)(本)(会)(压)(缩)(再)(压)(缩)(。”他)(感)(慨)(:“请)(人)(真)(的)(很)(贵)(,这)(是)(行)(业)(的)(现)(实)(状)(况)(。”
  不)(愿)(透)(露)(姓)(名)(的)(业)(内)(人)(士)(向)(新)(京)(报)(记)(者)(爆)(料)(:某)(喜)(剧)(明)(星)(录)(制)(一)(档)(喜)(剧)(类)(节)(目)(,第)(二)(天)(开)(始)(录)(。前)(一)(天)(赶)(上)(周)(五)(,银)(行)(结)(算)(有)(问)(题)(,该)(明)(星)(说)(“我)(没)(有)(收)(到)(钱)(,不)(录)(了)(”。节)(目)(组)(没)(办)(法)(,只)(能)(白)(白)(浪)(费)(一)(天)(的)(棚)(。“如)(果)(广)(告)(主)(不)(打)(钱)(,节)(目)(组)(就)(没)(法)(请)(明)(星)(。明)(星)(的)(出)(场)(费)(没)(有)(到)(账)(,就)(不)(会)(来)(录)(制)(,节)(目)(也)(没)(法)(开)(机)(。不)(管)(是)(大)(节)(目)(还)(是)(小)(节)(目)(,强)(势)(平)(台)(还)(是)(弱)(势)(平)(台)(,跟)(明)(星)(的)(合)(作)(方)(式)(都)(是)(这)(样)(,谈)(一)(季)(节)(目)(,分)(几)(次)(打)(款)(,打)(款)(方)(式)(、日)(期)(和)(录)(制)(日)(期)(都)(要)(定)(死)(,录)(一)(次)(,就)(要)(把)(钱)(都)(打)(到)(位)(,不)(然)(就)(不)(来)(。这)(是)(行)(业)(公)(开)(的)(秘)(密)(。我)(们)(都)(在)(给)(明)(星)(打)(工)(。”
  他)(直)(言)(,综)(艺)(节)(目)(在)(某)(种)(程)(度)(上)(,必)(须)(依)(靠)(手)(机)(品)(牌)(、乳)(制)(品)(等)(几)(个)(大)(品)(牌)(“广)(告)(金)(主)(”的)(资)(金)(投)(入)(。制)(作)(公)(司)(钱)(不)(够)(,电)(视)(台)(的)(招)(商)(能)(力)(也)(有)(限)(,很)(难)(说)(费)(用)(全)(投)(。“所)(以)(不)(管)(是)(在)(卫)(视)(还)(是)(视)(频)(网)(站)(,品)(牌)(商)(的)(话)(语)(权)(非)(常)(大)(。一)(线)(卫)(视)(节)(目)(冠)(名)(动)(辄)(几)(个)(亿)(,二)(三)(线)(卫)(视)(也)(得)(千)(万)(级)(,二)(三)(线)(卫)(视)(招)(不)(来)(商)(,就)(没)(有)(一)(线)(明)(星)(,没)(有)(一)(线)(明)(星)(就)(没)(有)(收)(视)(率)(。这)(是)(个)(恶)(性)(循)(环)(。”
  2为)(何)(会)(出)(现)(花)(式)(广)(告)(?
  互)(联)(网)(语)(态)(催)(生)(花)(式)(广)(告)(
  现)(在)(广)(告)(“金)(主)(们)(”的)(需)(求)(越)(来)(越)(旺)(盛)(,越)(来)(越)(多)(。寻)(常)(的)(口)(播)(、字)(幕)(已)(不)(足)(以)(满)(足)(需)(求)(。业)(内)(人)(士)(表)(示)(:“以)(前)(卫)(视)(、电)(视)(台)(是)(片)(尾)(字)(幕)(,广)(告)(部)(管)(得)(很)(严)(,口)(播)(可)(能)(都)(要)(另)(外)(算)(钱)(。所)(有)(产)(品)(的)(露)(出)(、主)(持)(人)(口)(播)(、片)(尾)(字)(幕)(的)(LOGO,还)(有)(片)(尾)(的)(贴)(片)(,都)(有)(严)(格)(刊)(例)(和)(要)(求)(。”但)(现)(在)(形)(式)(更)(多)(样)(,与)(互)(联)(网)(的)(开)(放)(性)(和)(包)(容)(性)(有)(关)(。“广)(告)(商)(也)(觉)(得)(以)(前)(没)(法)(实)(现)(的)(,现)(在)(都)(能)(做)(。”
  因)(此)(,一)(些)(广)(告)(商)(会)(提)(出)(要)(求)(,不)(要)(主)(持)(人)(单)(纯)(地)(口)(播)(,而)(是)(要)(做)(出)(不)(同)(的)(花)(样)(。为)(了)(品)(牌)(营)(销)(,导)(演)(组)(会)(加)(很)(多)(设)(计)(,而)(这)(些)(设)(计)(要)(跟)(品)(牌)(方)(共)(同)(商)(议)(决)(定)(。一)(种)(方)(便)(记)(忆)(和)(传)(播)(的)(广)(告)(语)(开)(始)(流)(行)(,有)(意)(思)(的)(互)(联)(网)(语)(态)(加)(入)(其)(中)(。在)(广)(告)(商)(的)(要)(求)(下)(,一)(些)(植)(入)(还)(会)(完)(全)(融)(入)(节)(目)(内)(容)(。比)(如)(重)(新)(唱)(首)(歌)(、编)(曲)(或)(跳)(支)(舞)(,把)(品)(牌)(糅)(入)(歌)(词)(中)(,这)(些)(广)(告)(植)(入)(占)(用)(节)(目)(的)(有)(效)(时)(长)(。相)(当)(于)(在)(60分)(钟)(的)(节)(目)(里)(,专)(门)(腾)(出)(5分)(钟)(来)(打)(广)(告)(。比)(如)(《火)(星)(情)(报)(局)(》里)(的)(刘)(维)(,被)(称)(为)(“广)(告)(小)(王)(子)(”,就)(是)(通)(过)(载)(歌)(载)(舞)(的)(形)(式)(进)(行)(广)(告)(植)(入)(。有)(业)(内)(人)(士)(称)(:“这)(开)(创)(了)(独)(立)(通)(过)(嘉)(宾)(打)(广)(告)(的)(先)(例)(。”12年)(前)(参)(加)(“我)(型)(我)(秀)(”出)(道)(的)(过)(气)(歌)(手)(刘)(维)(,也)(因)(此)(再)(次)(翻)(红)(。
  除)(此)(之)(外)(,冠)(名)(商)(还)(植)(入)(到)(节)(目)(的)(段)(子)(当)(中)(。比)(如)(某)(嘉)(宾)(提)(案)(,他)(的)(发)(言)(中)(就)(有)(广)(告)(商)(的)(产)(品)(,之)(后)(还)(有)(嘉)(宾)(与)(之)(互)(动)(,在)(一)(来)(一)(回)(之)(间)(,品)(牌)(得)(到)(了)(强)(调)(。而)(这)(些)(,都)(是)(台)(本)(提)(前)(设)(计)(好)(的)(。
  3广)(告)(花)(样)(有)(哪)(些)(?
  情)(景)(剧)(、歌)(舞)(、游)(戏)(无)(所)(不)(用)(其)(极)(
  花)(式)(广)(告)(和)(有)(使)(用)(场)(景)(的)(口)(播)(,在)(目)(前)(的)(综)(艺)(节)(目)(中)(频)(频)(出)(现)(。比)(如)(,《奇)(葩)(说)(》第)(三)(季)(中)(“废)(话)(就)(像)(头)(皮)(屑)(,消)(灭)(就)(用)(×××”,“喝)(了)(才)(能)(愉)(快)(聊)(天)(的)(××咖)(啡)(”;《饭)(局)(的)(诱)(惑)(》中)(“喝)(一)(口)(爽)(半)(年)(的)(××可)(乐)(”,这)(种)(典)(型)(的)(互)(联)(网)(语)(态)(口)(播)(有)(“魔)(性)(洗)(脑)(”的)(效)(果)(。
  在)(爱)(奇)(艺)(出)(品)(、米)(未)(传)(媒)(制)(作)(的)(《奇)(葩)(大)(会)(》中)(,广)(告)(植)(入)(花)(样)(再)(升)(级)(,节)(目)(开)(场)(前)(的)(动)(画)(里)(,马)(东)(就)(钻)(进)(某)(快)(餐)(品)(牌)(的)(全)(家)(桶)(,变)(装)(为)(“马)(上)(校)(”,在)(主)(持)(人)(何)(炅)(的)(介)(绍)(中)(手)(拿)(汉)(堡)(薯)(条)(形)(状)(的)(木)(鱼)(登)(场)(。
  《火)(星)(情)(报)(局)(》(简)(称)(《火)(星)(》)采)(用)(了)(大)(量)(情)(景)(剧)(的)(植)(入)(广)(告)(方)(式)(,基)(本)(上)(每)(期)(都)(会)(有)(一)(个)(小)(品)(时)(间)(专)(门)(用)(来)(打)(广)(告)(。比)(如)(第)(一)(季)(节)(目)(,初)(级)(特)(工)(提)(案)(中)(,在)(观)(众)(席)(中)(有)(某)(个)(广)(告)(商)(的)(人)(,在)(初)(级)(特)(工)(提)(案)(的)(环)(节)(,那)(位)(是)(广)(告)(商)(的)(人)(的)(初)(级)(特)(工)(就)(会)(站)(起)(来)(提)(案)(,然)(后)(加)(入)(产)(品)(。嘉)(宾)((高)(级)(特)(工)()加)(入)(讨)(论)(在)(说)(自)(己)(的)(提)(案)(时)(加)(入)(广)(告)(:讲)(到)(男)(生)(保)(养)(问)(题)(,钱)(枫)(会)(说)(,“像)(涵)(哥)(这)(种)(肤)(质)(,因)(为)(满)(脸)(是)(毛)(,所)(以)(用)(的)(是)(××洗)(脸)(。”
  其)(广)(告)(内)(容)(也)(会)(贯)(穿)(整)(个)(节)(目)(,《火)(星)(》的)(每)(一)(个)(流)(程)(都)(自)(带)(广)(告)(内)(容)(,在)(选)(出)(王)(牌)(特)(工)(的)(环)(节)(,特)(写)(时)(也)(会)(有)(广)(告)(商)(的)(品)(牌)(标)(语)(。在)(“局)(长)(怎)(么)(看)(环)(节)(”,汪)(涵)(也)(会)(冷)(不)(丁)(地)(提)(到)(广)(告)(主)(。甚)(至)(于)(,连)(暂)(停)(都)(会)(跳)(出)(来)(某)(广)(告)(主)(的)(广)(告)(页)(面)(。
  第)(二)(季)(则)(多)(是)(由)(高)(级)(特)(工)(唱)(跳)(结)(合)(推)(出)(广)(告)(金)(主)(,诙)(谐)(有)(趣)(。最)(后)(的)(自)(拍)(环)(节)(也)(会)(用)(广)(告)(商)(手)(机)(来)(自)(拍)(。
  《笑)(星)(闯)(地)(球)(》(简)(称)(《笑)(星)(》)同)(样)(也)(偏)(爱)(情)(景)(式)(广)(告)(植)(入)(方)(式)(,比)(如)(主)(持)(人)(的)(主)(持)(台)(有)(广)(告)(主)(手)(机)(logo;在)(相)(关)(的)(小)(品)((与)(手)(机)(有)(关)(的)()植)(入)(广)(告)(词)(:在)(《放)(下)(手)(机)(不)(好)(吗)(》小)(品)(中)(,女)(主)(演)(是)(网)(络)(主)(播)(,在)(主)(播)(途)(中)(说)(:“为)(什)(么)(我)(这)(么)(美)(你)(知)(道)(不)(,因)(为)(我)(用)(的)(是)(某)(某)(手)(机)(,怎)(么)(照)(都)(美)(”;节)(目)(结)(束)(后)(以)(花)(絮)(的)(形)(式)(玩)(游)(戏)((拍)(照)(抢)(相)(框)():在)(张)(大)(大)(来)(了)(的)(那)(期)(中)(,后)(面)(有)(后)(台)(花)(絮)(,花)(絮)(中)(张)(大)(大)(、王)(自)(健)(玩)(抢)(相)(框)(的)(游)(戏)(,相)(框)(后)(面)(的)(那)(堵)(墙)(上)(,就)(是)(广)(告)(主)(的)(logo。
  4谁)(来)(植)(入)(?
  唱)(跳)(反)(应)(能)(力)(俱)(佳)(,与)(品)(牌)(调)(性)(相)(符)(
  优)(质)(的)(植)(入)(“演)(绎)(的)(人)(”同)(样)(重)(要)(,《火)(星)(》中)(刘)(维)(唱)(跳)(功)(底)(扎)(实)(,杨)(迪)(演)(绎)(及)(反)(应)(能)(力)(俱)(佳)(。每)(周)(节)(目)(固)(定)(的)(刘)(维)(演)(唱)(环)(节)(——虽)(然)(是)(广)(告)(歌)(,但)(期)(期)(不)(重)(样)(,风)(格)(从)(rap、流)(行)(、摇)(滚)(玩)(了)(个)(遍)(。关)(键)(是)(他)(唱)(得)(还)(真)(是)(好)(听)(。优)(酷)(表)(示)(,刘)(维)(和)(杨)(迪)(都)(是)(潜)(质)(非)(常)(优)(异)(的)(艺)(人)(,“他)(们)(身)(上)(的)(特)(质)(就)(是)(他)(们)(一)(定)(会)(红)(。刘)(维)(唱)(跳)(功)(底)(扎)(实)(,杨)(迪)(演)(绎)(及)(反)(应)(能)(力)(俱)(佳)(,节)(目)(组)(也)(会)(根)(据)(他)(俩)(的)(特)(性)(来)(专)(门)(为)(其)(打)(造)(合)(适)(的)(花)(式)(广)(告)(。”
  米)(未)(内)(容)(营)(销)(团)(队)(在)(广)(告)(合)(作)(的)(嘉)(宾)(选)(择)(标)(准)(上)(,强)(调)(本)(身)(气)(质)(和)(话)(题)(与)(品)(牌)(调)(性)(相)(符)(,“大)(家)(不)(是)(硬)(生)(生)(地)(坐)(下)(来)(聊)(广)(告)(,而)(是)(聊)(本)(身)(非)(常)(有)(趣)(的)(创)(意)(。同)(时)(我)(们)(也)(会)(让)(嘉)(宾)(本)(身)(对)(品)(牌)(和)(产)(品)(进)(行)(详)(细)(了)(解)(,这)(样)(大)(家)(在)(场)(上)(也)(更)(愿)(意)(主)(动)(与)(品)(牌)(互)(动)(。”
  5创)(意)(如)(何)(产)(生)(?
  围)(坐)(吃)(面)(、浴)(室)(嗨)(唱)(都)(能)(蹦)(出)(灵)(感)(
  米)(未)(内)(容)(营)(销)(团)(队)(告)(诉)(新)(京)(报)(记)(者)(,每)(一)(条)(花)(式)(广)(告)(的)(创)(意)(,都)(是)(根)(据)(赞)(助)(商)(的)(特)(性)(量)(身)(定)(制)(。这)(在)(和)(赞)(助)(商)(接)(触)(之)(前)(就)(早)(早)(开)(始)(,甚)(至)(是)(在)(节)(目)(开)(始)(前)(期)(策)(划)(之)(前)(就)(已)(经)(在)(进)(行)(。团)(队)(的)(工)(作)(人)(员)(坦)(承)(:赞)(助)(商)(给)(予)(了)(极)(大)(的)(发)(挥)(空)(间)(。在)(传)(达)(品)(牌)(调)(性)(需)(求)(的)(同)(时)(,不)(去)(限)(定)(具)(体)(的)(形)(式)(,这)(使)(得)(营)(销)(创)(意)(有)(了)(更)(多)(自)(由)(。
  工)(作)(人)(员)(说)(:“我)(们)(很)(多)(创)(意)(的)(产)(生)(都)(出)(乎)(意)(料)(,例)(如)(有)(些)(口)(播)(是)(在)(狼)(人)(杀)(游)(戏)(的)(过)(程)(中)(杀)(出)(来)(的)(;有)(些)(创)(意)(是)(大)(家)(围)(坐)(在)(餐)(桌)(嗦)(面)(的)(时)(候)(嗦)(出)(来)(的)(;还)(有)(在)(浴)(室)(洗)(澡)(时)(,狂)(开)(个)(人)(演)(唱)(会)(时)(突)(然)(来)(的)(灵)(感)(。”
  为)(了)(“探)(索)(更)(多)(有)(趣)(的)(可)(能)(性)(”。米)(未)(内)(容)(营)(销)(团)(队)(会)(24小)(时)(不)(定)(期)(出)(现)(在)(节)(目)(导)(演)(身)(边)(,讨)(论)(各)(种)(创)(意)(的)(可)(能)(性)(。工)(作)(人)(员)(表)(示)(,并)(不)(会)(刻)(意)(去)(借)(鉴)(国)(外)(的)(广)(告)(形)(式)(,“但)(好)(的)(创)(意)(是)(共)(通)(的)(,所)(以)(看)(片)(量)(的)(积)(累)(是)(必)(须)(的)(,小)(伙)(伴)(们)(需)(要)(涉)(猎)(古)(今)(中)(外)(、各)(行)(各)(业)(、各)(种)(类)(型)(的)(素)(材)(,经)(常)(会)(因)(为)(开)(的)(播)(放)(器)(太)(多)(导)(致)(电)(脑)(死)(机)(。”
  《火)(星)(》每)(期)(节)(目)(周)(期)(准)(备)(时)(间)(是)(半)(个)(月)(至)(20天)(。在)(第)(一)(季)(和)(第)(二)(季)(中)(,导)(演)(组)(先)(后)(为)(品)(牌)(完)(成)(了)(几)(十)(次)(创)(意)(植)(入)(,每)(一)(个)(创)(意)(植)(入)(基)(本)(都)(是)(在)(主)(力)(导)(演)(组)(的)(共)(同)(策)(划)(下)(,与)(节)(目)(内)(容)(同)(步)(完)(成)(,然)(后)(再)(由)(导)(演)(组)(和)(客)(户)(进)(行)(碰)(撞)(、沟)(通)(。据)(优)(酷)(介)(绍)(,对)(《火)(星)(》的)(导)(演)(组)(来)(说)(,无)(论)(是)(节)(目)(还)(是)(广)(告)(都)(属)(于)(内)(容)(的)(范)(畴)(,同)(样)(需)(要)(原)(创)(、品)(质)(、有)(趣)(。
  《笑)(星)(》中)(的)(花)(式)(广)(告)(创)(意)(同)(样)(主)(要)(依)(赖)(于)(节)(目)(组)(的)(主)(力)(编)(剧)(力)(量)(。总)(导)(演)(莫)(圣)(告)(诉)(记)(者)(,节)(目)(中)(的)(花)(式)(广)(告)(创)(意)(由)(编)(剧)(组)(和)(专)(门)(负)(责)(广)(告)(对)(接)(的)(导)(演)(一)(起)(来)(商)(定)(。“现)(在)(好)(的)(植)(入)(一)(定)(是)(跟)(剧)(本)(、段)(子)(相)(结)(合)(,才)(会)(有)(创)(意)(。而)(且)(两)(位)(MC(主)(持)(人)()大)(张)(伟)(、王)(自)(健)(也)(比)(较)(会)(说)(,他)(们)(会)(和)(编)(剧)(一)(起)(来)(做)(。”
  6最)(困)(难)(的)(是)(什)(么)(?
  创)(意)(的)(坑)(,自)(己)(挖)(的)(自)(己)(跳)(
  对)(《火)(星)(》而)(言)(,在)(实)(行)(花)(式)(广)(告)(过)(程)(中)(,最)(困)(难)(的)(就)(是)(想)(下)(一)(个)(创)(意)(。“每)(一)(次)(花)(式)(广)(告)(的)(创)(意)(都)(相)(当)(的)(牛)(,总)(觉)(得)(是)(给)(自)(己)(挖)(坑)(,因)(为)(下)(一)(次)(就)(需)(要)(更)(好)(的)(创)(意)(,但)(是)(导)(演)(组)(就)(一)(个)(信)(条)(,就)(是)(自)(己)(挖)(的)(坑)(自)(己)(跳)(。”比)(如)(刚)(刚)(播)(出)(的)(第)(二)(季)(最)(后)(一)(期)(的)(那)(个)(结)(局)(,高)(级)(特)(工)(们)(又)(“死)(了)(”现)(在)(就)(要)(开)(始)(想)(怎)(么)(圆)(回)(来)(。
  和)(《火)(星)(》此)(类)(的)(网)(综)(不)(同)(,作)(为)(一)(档)(电)(视)(综)(艺)(节)(目)(,《笑)(星)(》面)(临)(的)(是)(随)(意)(性)(观)(看)(占)(更)(大)(比)(重)(的)(电)(视)(观)(众)(。在)(莫)(圣)(看)(来)(,花)(式)(广)(告)(最)(重)(要)(的)(是)(不)(能)(生)(硬)(,而)(这)(也)(正)(是)(一)(大)(难)(点)(。“花)(式)(广)(告)(最)(重)(要)(的)(一)(件)(事)(是)(将)(广)(告)(商)(的)(意)(见)(、产)(品)(的)(特)(色)(和)(剧)(本)(、主)(持)(人)(的)(想)(法)(相)(结)(合)(。也)(就)(是)(广)(告)(商)(、导)(演)(组)(以)(及)(嘉)(宾)(三)(方)(的)(需)(求)(合)(在)(一)(起)(探)(讨)(。”莫)(圣)(说)(,《笑)(星)(》作)(为)(一)(档)(电)(视)(综)(艺)(节)(目)(,电)(视)(台)(会)(有)(收)(视)(率)(的)(考)(核)(,每)(期)(节)(目)(都)(要)(考)(虑)(会)(不)(会)(掉)(收)(视)(。“观)(众)(的)(眼)(睛)(是)(雪)(亮)(的)(,如)(果)(有)(很)(多)(生)(硬)(的)(广)(告)(,即)(使)(你)(认)(为)(满)(足)(了)(广)(告)(商)(的)(要)(求)(,但)(是)(观)(众)(并)(不)(买)(单)(,甚)(至)(可)(能)(会)(换)(台)(。怎)(么)(让)(观)(众)(也)(觉)(得)(很)(好)(玩)(,这)(是)(一)(个)(难)(点)(。”
  广)(告)(效)(果)(反)(馈)(
  据)(优)(酷)(介)(绍)(,刘)(维)(的)(广)(告)(秀)(从)(第)(一)(季)(开)(始)(就)(深)(受)(客)(户)(的)(青)(睐)(、也)(成)(为)(《火)(星)(情)(报)(局)(》独)(特)(的)(花)(式)(广)(告)(之)(一)(,以)(至)(于)(目)(前)(很)(多)(广)(告)(主)(都)(会)(与)(刘)(维)(合)(作)(定)(制)(其)(品)(牌)(歌)(、品)(牌)(MV。第)(一)(季)(的)(广)(告)(歌)(都)(是)(刘)(维)(原)(创)(,第)(二)(季)(的)(广)(告)(歌)(基)(本)(为)(导)(演)(组)(创)(作)(。据)(Admaster的)(用)(户)(持)(续)(调)(研)(显)(示)(,《火)(星)(情)(报)(局)(》中)(的)(大)(部)(分)(植)(入)(用)(户)(记)(忆)(度)(均)(在)(40%以)(上)(,且)(基)(于)(每)(季)(节)(目)(10亿)(次)(播)(放)(的)(超)(级)(网)(综)(基)(数)(,植)(入)(的)(效)(果)(可)(想)(而)(知)(。
  《笑)(星)(》现)(在)(一)(共)(播)(了)(八)(集)(,即)(将)(播)(出)(总)(决)(赛)(。莫)(圣)(说)(,从)(整)(个)(一)(季)(的)(感)(觉)(来)(说)(,每)(期)(节)(目)(播)(完)(节)(目)(组)(都)(会)(在)(微)(博)(等)(公)(众)(平)(台)(收)(到)(很)(多)(信)(息)(。“有)(些)(观)(众)(喜)(欢)(我)(们)(的)(花)(式)(广)(告)(,也)(会)(有)(一)(些)(观)(众)(提)(出)(哪)(里)(生)(硬)(。现)(在)(观)(众)(都)(是)(很)(直)(接)(的)(,尤)(其)(是)(在)(网)(上)(,会)(直)(接)(表)(达)(观)(点)(。”据)(莫)(圣)(介)(绍)(,目)(前)(节)(目)(依)(然)(避)(免)(不)(了)(电)(视)(广)(告)(常)(用)(的)(口)(播)(形)(式)(,每)(期)(都)(有)(很)(常)(规)(的)(口)(播)(,“未)(来)(可)(能)(用)(表)(演)(的)(方)(式)(、唱)(的)(方)(式)(、演)(的)(方)(式)(来)(把)(花)(式)(口)(播)(做)(得)(更)(极)(致)(,而)(不)(是)(用)(电)(视)(传)(统)(媒)(体)(常)(规)(的)(方)(法)(。”
  米)(未)(节)(目)(中)(花)(式)(广)(告)(出)(现)(的)(次)(数)(并)(不)(固)(定)(,但)(从)(呈)(现)(上)(看)(,节)(目)(组)(会)(想)(方)(设)(法)(让)(广)(告)(主)(“露)(出)(”更)(多)(。对)(于)(一)(支)(花)(式)(广)(告)(的)(具)(体)(花)(费)(,工)(作)(人)(员)(不)(愿)(透)(露)(。但)(对)(方)(表)(示)(:“因)(为)(创)(意)(优)(势)(,广)(告)(还)(没)(正)(式)(开)(卖)(就)(已)(经)(被)(预)(订)(光)(了)(。”
  米)(未)(传)(媒)(联)(合)(创)(始)(人)(CMO刘)(煦)(介)(绍)(,“我)(们)(是)(一)(个)(生)(产)(内)(容)(的)(公)(司)(,所)(有)(的)(事)(情)(都)(是)(围)(绕)(着)(有)(趣)(来)(做)(,不)(会)(刻)(意)(迎)(合)(市)(场)(,不)(以)(商)(业)(为)(出)(发)(点)(,有)(趣)(是)(唯)(一)(套)(路)(。”在)(她)(看)(来)(,广)(告)(植)(入)(的)(效)(果)(反)(馈)(“非)(常)(好)(”。网)(络)(综)(艺)(的)(强)(势)(播)(放)(量)(和)(话)(题)(阅)(读)(量)(,确)(实)(为)(广)(告)(带)(来)(了)(相)(关)(搜)(索)(指)(数)(的)(大)(幅)(提)(升)(,以)(及)(对)(品)(牌)(认)(知)(度)(、喜)(爱)(度)(和)(购)(买)(倾)(向)(的)(提)(升)(。
  比)(如)(《奇)(葩)(说)(》第)(三)(季)(节)(目)(冠)(名)(商)(某)(服)(装)(品)(牌)(APP,“节)(目)(播)(出)(后)(,品)(牌)(认)(知)(度)(的)(提)(升)(达)(到)(了)(415.4%”;而)(《饭)(局)(的)(诱)(惑)(》第)(一)(季)(节)(目)(冠)(名)(商)(,不)(仅)(品)(牌)(推)(荐)(度)(提)(高)(了)(123%,而)(且)(还)(在)(视)(频)(平)(台)(上)(带)(来)(“上)(亿)(次)(的)(广)(告)(曝)(光)(和)(百)(万)(级)(UV的)(引)(流)(效)(果)(。”
  采)(写)(/新)(京)(报)(记)(者)(刘)(玮)(凌)(晨)(实)(习)(生)(吴)(乃)(歆)(
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