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1、一、外文原文ProductPlacementGrowingMostRecentNumbersTotal$1.5BillionByJonLafayetteProductplacementhasbecomeahugebusinessbothintheU.S.andabroad,asanyonewhohasseenCourtenayCoxdrivearoundinaPontiacSolsticeinFX's"Dirt"couldtellyou.AnewreportfromPQMediaconfirmsthatimpression,wit
2、hfiguresshowingthattheU.S.wasthelargestmarketforpaidproductplacementatabout$1.5billionin2005.That'sup49percentfrom2004.Withbarterandvalue-addeddealsfactoredin,thevalueofproductplacementintheU.S.during2005risesto$6.2billion.Television,whichaccountsforthebiggestchunkofp
3、aidproductplacement,grew70.5percentto$941.2millionin2005,whileplacementsinfilmwereworth$499.8million,up23percent.Globally,thepaid-product-placementmarketwas$2.45billion,up40.3percent.Ifthevalueofnon-paidplacementsisincluded,themarketwouldbe$6.24billion,up27.8percentfr
4、om2004.Televisionaccountedforthebulkofpaidproductplacementspendingin2005at$1.6billionworldwide,up51percentfrom2004.Thereportcalledproductplacement"oneofthefastest-risingstarsofthisnewmediaorder."Thegrowthisfueledbytheperceptionthatad-skippingtechnologyisnegativelyimpa
5、ctingthe30-secondspot,drivingbrandmarketerstoseekalternativessuchasproductimagesembeddedintheprogramratherthanduringcommercialbreaks.ThatexplainstherapidgrowthofplacementatatimewhentraditionalspendingonTVadsisvirtuallyflat.IntheU.S.,thebiggestspendingcategoryistranspo
6、rtationandparts,whichisalsothetoptraditionaladvertisingspender.Otherbigusersofproductplacementincludeapparelandaccessories;foodandbeverage;travelandleisure;andmediaandentertainment.Thegrowthwillcontinue,accordingtoPQMedia.IntheU.S.,paidproductplacementisexpectedtohit$
7、5.5billionin2010,a29.6compoundedannualgrowthrate.ThevalueofpaidTVplacementshouldriseby34percentannuallyto$4.1billion.Globally,thevalueofpaidproductplacementin2010isexpectedtohit$8.1billion.That'sacompoundedannualgrowthrateof27.1percent.About$6.1billionofthatwillbeonte
8、levision,whichisgrowingata29.8annualpercentagerate.Productplacementisdefinedasaprocessthroughwhichanadvertiserintegratesapro
