A Study On The Effect Of Product Placement

As the development of the advertising industry has reached its boundary, people began to avoid seeing advertisement. In order to attract the limited attention of customers, practitioners began to seek an untraditional way, as a result, product placement came into use. Since the great success of the brand placement in the movie "ET", this new methods has became popular, and we can see it everywhere. In recent years, the domestic industry grew rapidly, we can see brands placed in movies, television dramas, all kinds of TV shows and even the Spring Festival Gala. As a result, the effect of placement has been concerned, how to place brand properly according to the feature of different brands and products? We are going to answer that question in this study.This paper reviewed the previous research on product placement industry, the effect of brand placement and the factors which affect placement effect; the paper also explained the concept of involvement, reviewed the studies on product involvement within the brand placement region. We introduced the psychological concepts of the Persuasion Knowledge Model and the Limited-Capacity of Attention Model into this study, used them to discuss the interaction between placement prominence and product involvement. The hypothesis is verified by experiment. We selected4movies clips from the modern love comedies in recent years according to product involvement and placement prominence. The graduate and under graduate students of Nanjing University took part in this study either online or offline. We used the single factor ANOVA analysis, independent samples T-test and other methods to testify the hypothesis.Result shows that product involvement and placement prominence separately affect consumer's purchase intension, but the effect on brand attitude is significant. This may because consumer can have both explicit and implicit attitudes towards a brand according to the Dual Attitudes Model. In this study, we only measured the explicit attitude. The interaction between placement prominence and product involvement is verified. When the product involvement is high, subtle placement can have a better attitude and purchase intension, and vice versa. In addition, we also find movie liking can also have an effect on brand attitude. These findings can help the practitioners to make the right choice of placement and also expand the breadth of our understanding about persuasion knowledge.