Research On The Effect Of Short Video Implantable Advertising Based On Product Involvement And Advertising Perceived Value

As the development of traditional advertising encounters bottlenecks,resources tend to be saturated,the audience's aversion to advertising,the development of new media technology,the development space of traditional advertising is constantly squeezed,and advertisers and creators also begin to look for innovative advertising forms.Product placement advertising stands out because of its innovative integration with entertainment media.Since the successful brand implantation of the film et,product placement advertising has become the new favorite of many advertisers and the inevitable trend of advertising development.In recent years,product placement has been widely used in films,novels,short videos and other media.With the development of new media technology,product placement is also widely used in short video.Advertisers will focus on the effect of implantable advertising.Advertising implantation should also choose different implantation methods according to different products to get better communication effect.What kind of products are suitable for what kind of perceived value advertising?This is the problem to be discussed in this study.Based on the possibility model of fine processing and the theory of perceived value,this study studies the difference in the effect of implantable advertising when the products with different involvement choose the perceived value of informative and entertaining advertising.Tiktok group is the research object.Firstly,a small scale research is conducted on the college students,and the appropriate product categories are selected.Then,the product placement video is selected according to the involvement level and perceived value in the short video platform.The rationality of video screening is evaluated by questionnaire survey.The study adopts a 2*2 inter subject experimental design.All subjects are divided into four different experimental groups.Each group plays different short videos of implantable advertising,and fills in the corresponding advertising effect questionnaire after watching the video,so as to understand the differential impact of advertising with different product involvement and different perceived value on consumers'attitude and purchase intention of brand products.Independent sample t-test,two-way analysis of variance,simple effect test and other data analysis methods are used to verify most of the hypotheses proposed in the study.The results show that for college students:(1)the brand product attitude and purchase desire of low involvement products are higher than those of high involvement products;(2)The attitude towards brand products of entertainment advertising is higher than that of information advertising;(3)The purchase desire of informational advertising is higher than that of entertainment advertising;(4)The use of entertainment advertising for low involvement products and informational advertising for high involvement products can better stimulate college students' purchase desire.Based on the results of data analysis,put forward suggestions on relevant advertising practice;In view of the existing limitations and deficiencies in the research,this paper puts forward improvement methods.The contribution of this study is to systematically deal with the literature related to product placement advertising,which provides a reference for the follow-up researchers of this subject;The combination of product involvement and advertising perceived value also enriches the research perspective of product placement advertising,and can also provide practical suggestions for advertisers and short video creators.