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1、一、外文原文ProductPlacementGrowingMostRecentNumbersTotal$1.5BillionByJonLafayetteProductplacementhasbecomeahugebusinessbothintheU.S.andabroad,asanyonewhohasseenCourtenayCoxdrivearoundinaPontiacSolsticeinFX's"Dirt"couldtellyou.AnewreportfromPQMediaconfirmsthatimpression,withfiguresshowi
2、ngthattheU.S.wasthelargestmarketforpaidproductplacementatabout$1.5billionin2005.That'sup49percentfrom2004.Withbarterandvalue-addeddealsfactoredin,thevalueofproductplacementintheU.S.during2005risesto$6.2billion.Television,whichaccountsforthebiggestchunkofpaidproductplacement,grew70
3、.5percentto$941.2millionin2005,whileplacementsinfilmwereworth$499.8million,up23percent.Globally,thepaid-product-placementmarketwas$2.45billion,up40.3percent.Ifthevalueofnon-paidplacementsisincluded,themarketwouldbe$6.24billion,up27.8percentfrom2004.Televisionaccountedforthebulkofp
4、aidproductplacementspendingin2005at$1.6billionworldwide,up51percentfrom2004.Thereportcalledproductplacement"oneofthefastest-risingstarsofthisnewmediaorder."Thegrowthisfueledbytheperceptionthatad-skippingtechnologyisnegativelyimpactingthe30-secondspot,drivingbrandmarketerstoseekalt
5、ernativessuchasproductimagesembeddedintheprogramratherthanduringcommercialbreaks.ThatexplainstherapidgrowthofplacementatatimewhentraditionalspendingonTVadsisvirtuallyflat.IntheU.S.,thebiggestspendingcategoryistransportationandparts,whichisalsothetoptraditionaladvertisingspender.Ot
6、herbigusersofproductplacementincludeapparelandaccessories;foodandbeverage;travelandleisure;andmediaandentertainment.Thegrowthwillcontinue,accordingtoPQMedia.IntheU.S.,paidproductplacementisexpectedtohit$5.5billionin2010,a29.6compoundedannualgrowthrate.ThevalueofpaidTVplacementshou
7、ldriseby34percentannuallyto$4.1billion.Globally,thevalueofpaidproductplacementin2010isexpectedtohit$8.1billion.That'sacompoundedannualgrowthrateof27.1percent.About$6.1billionofthatwillbeontelevision,whichisgrowingata29.8annualpercentagerate.Productplacementisdefinedasaprocessthrou
8、ghwhichanadvertiserintegratesapro
