Research On The Effect Of Product Features On The Product Placement

Up to now,although there have been many criticisms during the development process of product placement,we have to admit that it still plays an important role in advertising marketing.Throughout the history of product placement research,whether it is academic or practical circle,they tend to pay more attention on the research of placement prominence.Moreover,the research results are also generally consistent,prominent placements within a certain range will enhance the audience attitude and memory,once more than the critical point of prominence,the audience's memory will decline,showing an inverted U-shaped curve.However,we should realize that the various social phenomena in scientific research are often complex and intricate.The influencing factors of the research object are not alone,but a variety of factors are intertwined to interact with the research object,and as does the effect of an product placement.As an influencing factor for the effect of advertising,prominence is only one of them.Moreover,for advertisers,the final marketing is a product,and for the consumer,the final consumption is still the product.After all,the product is the core competitiveness of the company,but most scholars have ignored the impact of the product itself on the effectiveness of advertising.Based on this,the article focuses on the impact of product features on audience memory.Due to the rich content of product features,we have no way to study them one by one.Therefore,selects four kinds of key features based on the existing literature,namely brand identity,product size,product color,product shape,and then use orthogonal test to obtain 8 different combinations of features,eventually forming eight placement program.In this paper,we use group experiments to analyze the effect of product features,and then the conjoint analysis was used to analyze the importance of different feature dimensions and feature levels on audience memory.The experimental results show that the importance of the product features of the four dimensions on the audience memory is product color(43.612),brand identity(22.951),product size(18.021),and product shape(15.416),what's more the product color has the most significant influence,while the shape of the product is relatively weak.Under the same conditions,the impact of different feature levels on audience memory is different.The combination of text and graphics with brand logos is significantly better than graphics placement only.Compared with 300ml(small size)product placement,500 ml product is more easily captured and remembered by audience.As to color,the orange product placement has the best memory effect,followed by the green product,and the red product is ranked last.When the bottle body is designed to curve radian,the audience memory effect is better than that of cylindrical bottle body design.According to the above research conclusion,advertisers should be good at using product features combination of product placement,in order to achieve the desired effect of the advertising.Today,with the rapid development of product placement,advertisers should grasp the trend,and comprehensively consider the influencing factors of the effect of placement,further subdivide the market for product placement,enhance the effectiveness of advertising,and ultimately achieve the purpose of advertising marketing.