Advertising Effect Of Brand Placement In Novels

A key proposition of resource matching theory is that the cognitive challenge presented by a message execution should meet rather than exceed (or fall short of) the level of cognitive resources that the recipient is prepared to expend. A number of generation effect studies under incidental learning conditions indicate that the cognitive challenge presented by omitting letters from a word may enhance recall for the word. In the year of 1991,American scholar Aaker put forwards the conception of brand assets which consists of five components—brand loyalty, brand awareness, brand associations, perceived quality as well as other proprietary brand assets .He reckoned that brand awareness played second important part, of which brand recall is most vital and crucial. Within the context of brand placements in a novel, this study uses both the resource matching and generation effect frameworks to hypothesize the effects on brand recall of manipulating the cognitive challenge presented by the format of a brand placement——a complete brand name,a fragment of brand name ,a similarity of brand name . Meanwhile, we make use of free recall test to examine level of brand memory. The result of the experiment indicates that complete placement and similarity placement induce higher levels of brand recall than mild fragmented brand name. Study limitations as well as implications for the practice of brand placement in novels and it's guidance to marketing field are discussed accordingly.