Study The Effect Of Product Placement And Method

Today, with the rapidly changing of media environment, a new mode of transmission——product placement has come into being, and the studies of its effects has become an important topic in all communication activities. Advertising effect broadly includes social effects and psychological effects, and narrowly refers to the changing of psychology, attitude, and actions of the audience in advertising practices, that usually refers to the extent to which the dissemination of advertising intent. As for product placement, Advertising effect stands for the psychological process after accepting the physical stimulation of product placement: watching ads, perceiving the picture and sound, storing information combined with experience, and then, the final attitude formed. The studies of product placement in home and aboard mostly on the comparison of the ads placement of different products, ignoring the power of the brand and the frequency of exposure frequency, exposure time which is also highly affect the advertising effect.This study is by comparing the original film and the processing sample to examine the advertising effectiveness that the same brand placed in different time and in different frequency .In the processing sample, The brands were divided into two categories in accordance with the level of involvement. First, the high involvement products with the same exposure time, but change their exposure frequency, the low involvement products with the same exposure frequency but change their exposure time. And then compare them with the original video. This study is also by viewing the behavior of enjoying a film, using psychological instruments-the eye tracker to capture the visual attention on the way of watching a movie in the natural situation.Through the comparison between original samples and test samples, it comes to a conclusion that the memory effect of the low involvement product is remarkable when prolonging less than a second to a second. And It is not a big difference in memory effect whether the exposure time is a second or two. At the same time, frequency does not necessarily affect the memory effect of advertising for high involvement product.