The Study On The Effect Of Product Placement

Product Placement, a form of advertising, are purposeful and strategic will be integrated into a product, brand or service, such as TV drama, fiction, online games, etc., so that the audience accept advertising information unknowingly, thus to achieve the purpose of promoting marketing.Product Placement first appeared in the late1930s foreign cartoons, and in later decades its development is rapid, becoming an important class of forms in the media advertising. With the vigorous development of Product Placement, the media also showed a trend of diversification. Among them, the film is used very widely in many media. Domestic and foreign scholars researching on product placement in the film, are paying more concentration in the study of the communication effect. Communication effect is including many measurements, of which the more representative is the audience of the brand recall, brand attitude and purchase intention. They believe that the factors of influencing the spread of Product Placement can be roughly divided into two categories, namely embedded level factors and audience level factors. In reference on the basis of previous studies, this paper combines with the theory of attention in the cognitive psychology and considers the propagation effect of Product Placement from the audience level.Due to the competition of advertising market is more and more fierce, the audience’s attention gradually becomes the scarce resources. In the movie Product Placement that can or not and how to attract the attention of the audience began to cause the attention of advertisers. According to the theory of psychology of attention, the way of paying attention generally can be divided into voluntary attention and involuntary attention. Some scholars think, unconcious attention in the product placement in this particular way of advertising plays a bigger role than the voluntary attention. Therefore, this article first choices voluntary attention and involuntary attention as the independent variable of the research, and studies its brand recall in the differences. On this basis, the paper further puts forward the hypothesis that different attention situation (stimulant) may lead to different degree of brand recall. This article mainly through experimental method were studied andseparately carried on the experiment1and experiment2two steps to verify the assumptionsputted forward. The experiment1mainverifies the degree of the brand recall about the product placement in the film "A World Without Thieves" under the condition of voluntary attention and involuntary attention, and uses the method of auxiliary memory testing the subjects. Combined with relevant questionnaire, experiment2is by playing a group ofPowerPoint images to verify the differences of brand recall under the different situation. The study found that the attention of the audience’s different mode, the brand recall of product placement as significant differences. Among them, under the condition of voluntary attention, both in quantity and accuracy, the audience can recall implant brand advertising in the film are better than the involuntary attention. And in different situations of the audience’s attention, the novel situation, heterosexual high strength situation, the movable and comparative situation, comparing to the lack of new members of the situation, low intensity situation, static situation and lack of contrast situation, are more likely to attract the attention of the audience, which has a higher brand recall. The results of the study have a positive reference value to improve the communication effect of movie product placement.