Placed Ads, Brand Communication Effects Research

The technique of product placement has been attracting growing interest by more and more consumers and advertisers, as a new strategy, with its rich and varied, flexible and diverse forms and exerts an imperceptible influence on the effect. However, there are a lot of questions in the development of the product placement. For example, advertisers are most concerned about the effectiveness of the brand.The researches of China in this field are far behind the foreign research, and most of the researches in China focus more on qualitative analysis and case studies, lacking the empirical research. Investigating the effect of product placements from audiences' perspective has a strong theoretical significance. Besides, the empirical study in this field is in great need. Therefore, this paper studied on the effectiveness of the product placement by using the quantitative analysis, choosing the groups of university students in Xi'an as the research object.Based on the research into the Chinese and foreign advertising, brand communications and other relate literature, this paper focus on the existence problems of the product placement, and designed the questionnaire based on the above problems, and conducted a questionnaire survey, and summary and analysis. Thus give some solutions for the above problems based on the advertising and communication theory. And the research mostly focused on two aspects: (1) What factors and to what extend affect the effectiveness of the product placement, especially for the brand; (2) How to better implement the product placement strategies for the enterprises. In order to help enterprises increase their awareness of the product placement, in order to better implement the product placement strategy for the Chinese enterprises, and provide theoretical support and protection in our country so as to enhance international environment of competitive advantage.