Study On The Relationship Among The Product Placement Modality, Audience Perceived Matching And The Brand Implant Effect

Nowadays, as the Internet and mobile Internet developing, the new media come out, in the video field, new media’s mainstreaming reflect on the diversity of the screen, in everyday life we contact with the media in addition to traditional TV, there are network video and mobile video (or TV, computer, mobile phone three pieces of screen), besides the three screens, there is mobile bus video and outdoor video. These screens fill our daily wait and spare time.Meanwhile, the mass media present diversity and the characteristics of the fragmentized, compared with rise of the social media. The traditional media’s advertising effect on brand building, promoting is declining, and because of people’s general aversion and escape, their living space is reducing. Implantable advertising as a new marketing mode, meeting people’s habit of receiving information, with the characteristics of hidden implicative, softly, now is getting a widely attention and application.In the last few decades, product placement has experienced a considerable growth and been used in movies, television, broadcasting, exhibition, activities, novels, pop-music, online-games, and SNS almost all types of medias. Many foreign scholars began the product placement research early from1990s, and their researches mainly involved the definition and category of placement, the evaluation of placement effect, audiences’attitude and judgment toward placement, factors that affect placement effect, etc. Some important and meaningful findings were discussed in those articles. Domestic scholars’research of product placement began recently and far behind foreign studies in volume and level, and most of which showed no canonical method design or rational demonstration. As the product placement boosted in China in recent years, some Chinese scholars attempted to do empirical studies referring to foreign research methods, and exploratory’results were also found. Because the research of product placement begins not long and the real applications are becoming more and more sophisticated, many questions are yet to be solved and explained, and this presents other special challenges and opportunities for further researchers.This paper studied the relationship among the product placement modality, the audience perceived matching and the effect of brand entertainment set the product placement modality and the audience perceived matching as independent variables, and the effect of brand entertainment as the dependent variable, including brand image and purchase intention, apply scientific statistical methods to analyze and explain the data, and use consumer choice towards the conclusion to the attribution data inspection.Based on3formal tests and questionnaire data from305consumers, through the empirical analysis, the conclusions are as follows:First, Different product placement modality has different implantation result, and brand image dimension significantly higher than purchase intention dimension. The more popular of the brand, the less obvious effect of the implantation, the more obvious way to implant, the more notable implant effect to get, and the more popular of the mass media, the more obvious effect of the implantation.Second, The relationship between the audience perceived matching and the brand implant effect is significantly, and the effect of brand image dimension is lower than purchase intention dimension effectThird, The audience perceived matching’s intermediary effect in the relationship between the product placement modality and the implant effect is not significant.Forth, The Audience individual characteristics have significant impact on the implant effect. The audience gender, age, income and daily average watching time have remarkable impact on the implant effect. But the audience’s degree has not significant impact on the implant effect.Ftfth, The3big factors attribute optimization of brand placement effects are:well-known media, well-known brand and perceived matching of implantation.This research is comprehensive as embarks from the implant level, combined with the audience level factors. Product brand, implantation, media brand in the implantation modality have strong operability, advertisers and media providers can according to the visibility and the characteristics of its own brand, follow the matching principle, choose a suitable way into the corresponding media. The conclusions of the study have positive reference significance to the implant marketing practice.