Study On The Effect Of Correlation Degree Of Product Content On The Effect Of Product Placement

With the rapid development of information technology and economy, the amount of advertising messages that people are exposed to every day have increased exponentially. The way people accept product information is not limited to the traditional media through the development of new technology, people are more and more able to effectively avoid useless advertising information. The traditional advertising market increasingly saturated, product placement as a new form of advertising gradually steps into the consumers’ perspective. Consumers can not effectively avoid and good communication effect have attracted more and more attention from the merchants. Be different with the traditional way of advertising, product placement puts the product and relevant information into such as novels, music, movies, TV shows and other carriers in a secret imperceptible way to advertise products and achieve the marketing objective. From the view of the enterprise as well as the production of advertising carrier, the product placement can not only help merchants to promote goods, but also can bring some economic benefits for the carrier. So for the enterprise the question which kind of way should be chosen to the different products, what effect different will be produced by the implant are worth to be ponderedFor the study of the product placement, foreign scholars initially focused on the study of consumer response to product placement. From the consumer’s attitude to the product placement itself, implant brand memories, cognitive and purchase intentions and other aspects of interpretation. As the research goes deeper and deeper, scholars began to study the effect of implant factors on advertising effectiveness. The implant factors include consumer characteristics, characteristics of these media. And scholars put forward the related theory to explain the reality of the situation. Many domestic scholars study qualitative aspects, they research the development of product placement in China, mechanism of implant effect, problems in the actual application of the product placement. They discuss the future development of the product placement space and development value through the specific case or works analyzed.They discuss the practical principles to follow in the practical application of product placement and macro policies formulated by the state. Study on the influence factors and stimulation factors of individual differences on the implantation effect still need to be subdivided.This study from the perspective of consumer of produce process through the study of advertising audience’s psychology, according to the influence of the hierarchical model, attitude composition and expression form model and framework for research model of product placement we construct the concept model of the effect of product content correlation on the implant effect in product placement. Then we use group interview method, questionnaire method and experimental method to explore the impact of product content correlation on brand memory and brand attitude. Then we join the product involvement and plot involvement as a moderator and verify the moderating effect of the stimulation factor and the implant effect on the implant.This study first combed the domestic and foreign research status of the implantation of advertising literature. Through group interviews to understand the consumer’s view on the product placement, for the implantation of a series of issues such as product view, according to the reality of the scene, the influence level model, the research model of the framework of the embedded advertising research model, the research model of this paper was derived. The effect of variables in the model was studied by means of 2x2x2 test and questionnaire.Spss19.0 software was used to analyze the reliability, validity and factor of the data, and the following conclusions were drawn through the analysis of variance. The correlation degree of product content has negative effect on brand memory, but has positive influence on brand attitude. When the degree of product involvement is high, the influence of product content correlation degree on brand attitude and brand memory is more significant. When the plot involvement is low, affecting product content correlation on brand attitude and brand memory is more significant. Finally, according to the results of the study we develop product placement strategy for enterprises.