Study On Product Placement Communication Model

With the development of market economy, the shape of brand has become an important tool for the market competition.The brand communication can expand the awareness of the enterprise and the product, it can also establish a good brand image and bring benefits for the enterprise as an important way for companies to shape the brand. Advertising is the spread of a common brand, and it is an effective means of corporate brand is spread through a variety of advertising methods to achieve its value in adding value. However, as the environment changes, the effect of traditional advertising has been a greater impact, which can not effectively meet the requirements of corporate brand communication. A kind of new form of advertising which is different from traditional advertising began to apply in various medias, that is product placement. The product placement can communicate businesses product or service information to the target consumers hidden with lower costs and better effects, which is able to avoid some of the weaknesses of traditional advertising, there are good prospects for development. Majority of the current study on the product placement advertising is on the basis of product placement theory and descriptive study, specifically on product placement communication model studies have not been in-depth. This paper will make a study on the model of the product placement communication model, which can fill the vacancy in theory, and practice to provide guidance.In this paper, systems analysis, literature research and comparative analysis methods are used to sum up relevant content of the product placement brand communication. This paper also analysis the factors affecting product placement brand communication, then on the basis of the general information communication model theory, brand communication model theory advertising communication model theory and the practical basis of the design of the product placement communication model, based on design principles and design ideas, this paper has designed the product placement communication model to enhance the effectiveness of brand communication and made a specific implementation strategy.In this paper, through literature review to analyze the basic theory of product placement, basic theory of the product placement communication model, on this basis concluded some factors affect the model of the product placement communication, analyzing the theoretical basis,and practical basis for the mode designing, according to design principles and design ideas, design the corresponding product placement communication model, and proposed product placement brand communication model implementation strategy for enterprise applications and better plant-in brand communication to provide guidance.