Effect Of Product Placement In The SNS Website-based On Different Ways, Channels And Products

The effectivenss of traditional media advertising is reducing,so moreand more advertisers are seeking new media channels to meet the newdemands of their target consumers,SNS-Social Networking Site,as a newprofitable form,has been recognized by more and more enterprises.At thesame time,this platform’s importance is also being gradually valued.thenhow can advertisers effectively implant advertisement in the sns site? It isparticularly important to make the ways of implantable advertisementmore easier to accept by audience,however, it also very vital to chooseproper product that is placed on the sns website? In order to enableenterprises to allocate its advertisement budgets effectively and make snssite not to fill with a number of worthless implantable advertisement thatwill effect user’s experience.So we can establish a good socialnetworking platform.Then how to properly choose channels or ways and products to place advertisement in the sns site?This article attempts toanswer these questions through empirical research and to give snspractitioners and advertisements some valuable suggestions.Based on large amounts of sources of these literature searching andfirst-hand information collected by empirical research methods, I measureimplantable effects from three aspects,that is,cognitive effects,emotionaleffects and active effects which is also drawed on many methods andtheories of traditional advertisement effectiveness research.In this paper Iselect implantable channels, implantable ways and implantable productsas independent variable to measure implantable effects. The conclusionsare as follows:Firstly, implantable effects of variety products issignificant; Tool products’s (referring to multi-use and low-pricedproducts, such as food, daily household items, etc.) implantable effect isbest for advertisement, brand and product that is implanted in the SNSsite; Enhanced products (referring to the high-priced and powerfulproducts, such as air conditioners, refrigerators and washing machinesetc.) and symbolic products (referring to the high-priced and lowlyefficient products, such as jewelry and artwork, etc.) have the sameimplantable effect. Secondly, plot implanting have a good implantableeffect when we study the implantable effect of placed forms in sns site,however, the significant ways of implanting (referring to significantdisplaying space,good location,long time displaying and frequency, etc.)obtain good effects for different categories of products; ways ofdisplaying significantly have the best implantable effect which ismeasured from cognitive effects, emotional effects and active effects. Thesingle show for a long time have the worst effect; Thirdly,three differentimplantable channels (social gaming component type, such as happy farm,grabbing parking spaces and brand theme activities such as brand’s publichome page, brand’s fans communities, as well as details of productplacement, a typical case is the expression of smiling, virtual interactiongift and so on)have not significant effect from cognitive effects,emotional effects.In these three forms of implantable channels, brandtheme activities has the best implantable effect, channels of social gamingcomponent have the worst implantable effect. Finally, I also found thatgender and qualifications have a weak influence for implantable effect.