The Effect Of Advertisement On Brand Placement Based On Persuasion Knowledge Model

In recent years, with the increasing complexity of the domestic media environment, the influence of the commercial has become increasingly weak. On the one hand, manufacturers gradually increase input costs in the commercials, but its spread effect is a downward trend. On the other hand, faced with a growing number of advertising messages, consumers have shown increasingly strong rejection and escape. At the same time,"TV commercials ban" released by the National Broadcast&TV General Bureau, results in the amount of commercial overall shrinkage. Because of the good opportunity provided by the current media environment and the hidden features of the brand placement itself, brand placement gradually gains the favor of many manufacturers and increasingly becomes a hot topic concerned by many marketing scholars.However, compared to the relatively complete foreign research system, domestic scholars’research of brand placement began recently and far behind in volume and level. Many articles are still the conclusive comments and rarely use quantitative research methods. As the brand placement boosted in China inrecent years, scholars are necessary to strengthen the research to provide scientific guidance for manufacturers, in particular with the quantitative method such as the experiment and the survey.Foreign academic theoretical research on brand placement is already relatively mature, but scholars only focus on the spreading effect of the brand placement itself, and fewer scholars are concerned about the combination effects of brand placement and other forms of advertising. Today, many manufacturers have adopted the joint advertising strategy that is inserted in the commercials before or after the movie, in order to increase the exposure of product and brand awareness in the marketing practice. Therefore, how to make the combination of brand placement and commercial more effectively is an important issue for many manufacturers in the making commercials strategy. This study based on the brand placement in foreign research and combined to persuasion knowledge model, discusses the influence of combination of brand placement and commercial to consumers’brand recall and brand attitude, and the moderating effect of brand familiarity for the above-mentioned effects. Specifically, the study1used2(commercials:yes/no)×2(brand familiarity:high/low) between-subjects completely randomized design and measures the consumers’brand recall and brand attitude when the commercial exposure before the film, and the moderating effect of brand familiarity. The study2based on the study1changed the commercial’s location to alter the brand attitude after the audience received commercial information. The study2(commercial location:before/after)×2(brand familiarity:high/low)used between-subjects completely randomized design.Due to its familiarity, the study selected the mobile phone as the study stimuli. Then we found some mobile brands that appeared in the film in recent years and selected the high familiarity brand and the low familiarity brand by the questionnaire survey. After editing videos contained the brand placement, we played them in the classroom to students to test the hypothesis.According to the data analysis, study find that (1) the commercials exposure before the movie will enhance the brand recall;(2) the commercials exposure before the movie will lead to brand attitude decline;(3) brand familiarity moderates the effect of commercials on brand recall, specifically, the high brand familiarity significantly moderates the effect of commercial on brand recall, but the low brand familiarity is not;(4) brand familiarity significantly moderates the effect of commercial on brand attitude:the morderating effect of high brand familiarity is significant, but the low familiarity brand is not;(5) the commercial exposure after the movie makes the audience generate more positive brand attitude;(6) brand familiarity also significantly moderates the effect of commercial position on brand attitude:the morderating effect of high brand familiarity is significant, but the low familiarity brand is not. According to the literature review and data analysisi, this study gives some marketing implications about combination of commercial and brand placement. In addition, based on the limitation, we also give some directions for future research of brand placement.The contributions of this study can be listed in two aspects. On the one hand, the study comprehensively reviewed and summarized the literatures of brand placement in both domestic and international, which provides reference for subsequent scholars. On the other hand, from the perspective of the combination of commercial and brand placement, the study measures the effect of commercial and its location on the brand placement and the moderating effect of brand familiarity. The results of this study had strong practical meanings for corporate advertisers.