Study On The Effect Of Repetition Frequency On Brand Attitude In TV Show’s Product Placement

Product Placement grew at an astonishing rate especially in China since it appeared. Along with the frequent used in movies and television dramas, as well as the new advertising administration measures of SARFT, it has been pursued by so many brand owners and companies. While the academic researches are still not so rich, several problems still need to be explored. First, most of existing researches are based on movies and TV dramas. Second, the impact factors concentrate in the fit between brand and plot. Rarely researches focus on the product placement advertising itself, not to mention the reason of consumers’ boycott. Last but not least, it shows some difference between the study conclusions and successfully cases abroad.On the basis of that, this article selects TV shows as a carrier which is not so common in the existing researches. Mainly explores the effect of repetition frequency on brand attitude in TV shows’ product placement. Consumers processing fluency has been introduces as a intervening variable to explore the inner mechanism. What’s more, this article also takes product placement pattern as a regulating variable to seek a more optimized way for companies to operate practical product placement.This article does two experiments with the scenario simulation experiment method. The first experiment takes repetition frequency as independent variable to test the main effect and mediation effect. Product placement pattern is added into the second experiment to test regulating effect. Three main conclusions are got after the data analysis. Firstly, along with the increase of repetition frequency, consumers’ brand attitude shows an inverted u-shape trend.Secondly, processing fluency is one of the impact factors between product placement repetition frequency and brand attitude. Thirdly, product placement pattern has a regulating effect on product placement repetition frequency. Non-integrated pattern shows better brand attitude at the same repetition rate compared with integrated pattern.Three proposals have been given to the companies after the analysis. Firstly, they have to choose reasonable repetition frequency in a TV shows. Secondly, pay more attention to the consumers’ psychological mechanism and processing fluency, don’t just repeat the product placement so frequently. The third one is that the company should pay more attention to patterns for a more dynamic effect of product placement in TV shows to improve brand attitude. Related conclusions are also useful in movies, dramas and online games.