The Impact Of Product Placement On Audiences’ Recall:a Comprehensive Study

As a common way in marketing activities,advertising is a the biggest spending programs and one of interesting area attract the marketing scholars and managers.As a result of the consumers,s resistance of traditional advertising become more and more intense,enterprise gradually consider other ways to attract customers and enhance the brand value.Combined with theorder of ‘TV commercial ban”,more and more advertisers turn to product placement.Smooth and silent product placement how to combine art and commerce to obtain obtain the greatest return on investmentis the advertisers and film producers focus question.A lot of experiencesis impressed in our mind,after a period of timethese experiences will emerge again.Audience can remember the product and service informationt is vital for marketers.Nowadays,our life is full of advertising,according to the theory of limited attention,audience’s attention is a scarce resource and the reaction of the audience for indirect marketing communication is still considered a black box.The understanding about brand information processing is very little,even though most people agree that only a small part of the accepted by consumers and brand information processing.Moreover,the current research is less about emotion,and the audience’s encoding and receiving of information also depends on the factors of implantation and the characteristics of the audience.If we neglect the features of the audience and think it play a role of passive processing,it will mean that the product placement has the same effect for everyone.Therefore,a comprehensive study of features of placement,situational characteristics,and audience characteristics is a new idea.Besed on nature of the product placement,we take elements of plecemnt,audience characteristics and situation of plecemt into account about the product placementimpact on the audience’s memory.As product placement research field earlier attempts to use the method of comparative analysis(QCA)and combined with the quantitative analysis draw the conclusion as follows:(1)The absence of familiarity is a necessary condition for the absence of memory.(2)Plot connection is a necessary condition for the existence of memory,(3)The absence of prominence,plot connection,valence,and arousal are the necessary combinations of conditions that result in a general memory effect.(4)Prominence,plot connection,sequence location,and valence lead to the combination of necessary conditionsfor thebest memory.(5)The program’s favorability was positively correlated with memory.