Communication-effect Research Of Embedded Advertising Based On Involvement And Significance

In recent years,a large number of network variety shows have emerged.Unlike traditional TV variety shows,network variety shows pay more attention to the interactive participation of the audience and the innovation of program content production.The type and form of the program are very consistent with the habits and tastes of young generation.With the network's explosive variety show the win-win results of both network traffic and word of mouth,the commercial cash flow channel of the network variety show has become more diversified.In addition to user payment and advertising patches,there have also appeared ad placement,derivative development,and offline concerts,etc.Among them,the variety product placement advertisement uses the entertainment element to establish the emotional connection between the variety show and the audience through the entertainment element,affecting the audience through emotional resonance,and let the audience unwittingly accept the implanted products and brands to achieve the best.The most concerned about program producers and advertisers is the effectiveness of the dissemination effect of variety shows,and the factors affecting the effect of product placement.Therefore,this paper starts from the perspective of the audience and the methods of implantation,explores the effectiveness of the degree of involvement and significance on the dissemination effect of the implanted advertisement,and the interactive effect of the involvement of the degree of involvement and the degree of significance on the regulatory effect of the spread of the implanted advertisement.This paper firstly combs the literature,summarizes the relevant experimental research,and interprets and analyzes the dissemination effect of the variety product placement advertisement from a new perspective.Then use data collection as an experimental method.SPSS21.0 should be used for data analysis,and the hypothesis verification should be performed by using square card test,independent sample T test,descriptive analysis and reliability analysis.The experimental results show that:There is no significant difference between involvement and brand recognition,but low involvement and high involvement have better attitudes toward brand implantation;explicit and implicit implantation have significant differences in brand recognition,and audience's explicit implantation is better than implicit implantation;involvement is higher or lower for explicit implantation and implicit implantation of variety shows.There is no difference in the recognition effect of implantation;when the involvement is high,the audience's attitude toward the variety show's explicit implantation is better than that of the implicit implantation.According to the experimental results of this paper,the marketing strategy and suggestions are put forward for the effectiveness of the effect of the product placement advertisement in the variety show.The first is to strengthen the cooperation between the program production and the advertiser,and the second is to improve the exposure frequency of the explicit implant advertisement reasonably.