Investigation The Effect Of Television Product Placement

Product placement is placing a product, logo, package, signage, or some other distinguishing trademark in a motion picture, television, music video, song, and so on. With conventional means of advertising on the decline, marketers and advertisers have begun to look into alternative ways of reaching target audiences; and one of these alternatives is product placement.Because traditional broadcast advertising resources confront much "bottleneck", the rise of new media began to weaken the dominant position of television, the audience's attention is increasingly scarce; addition to industry-specific advertising restrictions, now "Product placement" gradually gains more and more advertiser's favor and attention.At present, the television product placement operation still meets many problems: for example, its value and effect is not clear, some domestic media actively practice in this field, but just has a single, straightforward performance. Well, whether or not product placement has effects? Which are the key factors? How can we better communicate the spread of brand with audience?With these issues, author will focus on the effect of product placement. From the start the market operation, the structure will be analyzed. Meanwhile author will introduce the relevant communication theories, which strongly support the effect value. Several success cases will further show the effects of product placement, which is mainly influenced by the top five factors. Then a more ideal value evaluation model will be put forth. Finally, based on this model, some suggestion will be given and the future of product will be discussed.