The Story Of The Film Product Placement Advertising Effectiveness Study

At the end of 19th century, the invention of movie greatly had impelled the progress of entertainment industry; the production of the massive movies, television programs and the music had made good use of the turning point when the social and economy were in antagonism and conflict. Movie industry in china has being developed unceasingly these years, and people need better later stage manufacture of the film and television, as well as the digital technology is being in widespread utilization. This all sorts of development enhanced the cost of movie manufacture, so that the studios need more support from the enterprises which are as sponsors to gain more money. The way of marketing also is renewing when the market competition intensifies, and the enterprises start using the integrated marketing strategy to capture their own target market, in that reason that Product Placement is being used as an emerging method.The author researched for the purpose of discovers the different effect which is caused by product placement. And the key factor is the movie viewing involvement.This may suggest movie viewing involvement can vary depending on the dimension of involvement considered. In general, Viewers experiencing low involvement movie scenes are more likely to recall a prominent, on-set product placed in a movie scene than viewers of more involving movie scenes. In the end, the author gave some advice to the Chinese enterprises who want to use product placement in movies.