| In the advertising flooded era, attention is becoming consumers'scarce resources. The deluge of advertising information makes the consumers'advertising escape behavior increasingly intensifies. Enterprises and Medias have been seeking new forms of advertising. They are thinking about how to spend the least cost to attract consumers'more attention, in order to strengthen the consumer brand awareness. Movie product placements originated in the United States, they swept the world quickly in 1970's, and then become an important form of advertising innovation. Along with the rapid development of film industry in our country, Movie product placements also get rapid progress. The performance practices of advertising also mature gradually through the exploration of the practice.First, this article is studied from evaluation perspective of the Movie Product Placement Marketing effect and based on extensive literature. Then we can summarize two dimensions of the effect assessment, namely the correlation between films and Product Placement, and movie audience cognition. Secondly, the brand equity model is integrated, which choose brand awareness, brand loyalty, brand association, perception quality as the four dimensions of brand equity. Thus, the influence model of implant marketing affect brand equity is determined from the theoretical analysis. This paper uses SPSS 17.0 software to collect the data, makes correlation analysis and regression analysis, and then obtains the conclusion that implant marketing have a positive impact on brand equity. Finally, combined with related conclusions of this research, we make suggestion that how to use implant marketing to conduct brand construction in Chinese enterprises.The main conclusions are:The correlation between films and Product Placement has positive effects on four dimensions of brand equity. Movie audience cognition has positive effects on brand awareness and perception quality, but it affects brand loyalty and brand association weakly. |
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