The Empirical Study Of Product Placement Advertisements Evaluation At Movies And TV Series

Facing the changing environment, product placement advertisements escape from remote control and video recorder. But it also has to spread of influence of the brand image. Then how to measure the actual results of the advertisements in films and TV-series? The traditional evaluation methods investigate the viewer's memories and attitude. But this type of method has its restrictions for it cannot reveal the audiences'viewing process, psychological model as well as time, space information in audiences'searching and processing period when they are interacting with the movies and TV drama. Eye Tracking technique can uncover viewers'eye movements and their psychological models, thus making it meaningful for Eye Tracking Method to supplement traditional evaluation methods. This empirical study is based on the combination of Eye Tracking Method and survey, integrates the Integrated Marketing Communications and then conducts twice brand memory test to evaluate the actual results of product placement advertisements.The research can optimize the system of product placement advertisements evaluation and make the result more objective and effective.