The Communication Influence Factor Of Placement For Variety Show

Placement has a long history in western countries, and it was introduced into China for nearly 10 years. Because China’s advertising industry started late, and our placement initially confined to exposure and publicity. With the recent norms and limitations of traditional television advertising by SARFT, China’s placement era is coming as a kind of brand marketing measure.The peculiarity of placement includes the purpose of the placement, the diversity of placement carriers, the concealment of placement measure and payoff. Because of such features, placement soon becomes a mainstream marketing way, but the current situation of product placement is not optimistic in China. It reflects on the blunt placement method, the brand overflow, content information overload, chaos of object style, and the low significance level. They undermine the overall effect of the program, so that audience are disturbed when they watch show, moreover, result in the failure of brand and content producers.In order to provide them with references to solve these problems, the study tries to come up with hypothesis on the base of analysis for previous research in advertising and placement effect factors, in the meantime, typical variety show is selected as the research object. Then, use the questionnaire survey method to observe the attitude towards the variety show audience, get the data from the questionnaires to analyze and find out the factors which affect the effect of brand placement in variety show.In the data analysis phase of this study, audiences dimension demographic variables are analyzed and the hypothesis is verified by the statistical analysis methods such as independent samples t-test and ANOVA method. After the left variables reliability and validity has been tested, independent variable base on the data are simplified, the key factors are found, the effectiveness of data analysis are improved by the way of factor analysis, then verify the research hypothesis through structural equation modeling approach. In the end, according to the data analysis, the study sums up the influence factor of placement for variety show, thus provides content producers and brands with advice.