| In the advertising flooded era, attention is becoming consumers’ scarceresources.The deluge of advertising information makes the consumers’. advertisingescape behavior increasingly intensifies. Enterprises and Medias have been seekingnew forms of advertising. They are thinking about how to spend the least cost toattract consumers’ more attention, in order to strengthen the consumer brandawareness. Movie product placements originated in the United States, they swept theworld quiekly in1970’s, and then become an important form of advertising innovation.Along with the rapid development of film industry in our country, Movie productplacements also get rapid progress. The performance practices of advertising alsomature gradually through the exploration of the practice.Firstly, this article is studied from evaluation perspective of the movie ProductPlacement Marketing effect and based on extensive literature. Then we cansummarize two dimensions of the effect assessment, namely the advertising implantedsignificant degree, and movie audience cognition. Secondly, the brand equity model isintegrated, which choose brand awareness, brand loyalty, brand assoeiation,Perception quality as the four dimensions of brand equity. Thus, the influence modelof implant marketing affect brand equity is determined from the theoretical analysis.This paper uses SPSS17.0software to eollect the data, makes correlation analysis andregression analysis, and then obtains the conelusion that implant marketing have apositive impact on brand equity. Finally, combined with related conclusions of thisresearch, we can suggestion that how to use implant marketing to conduct brandconstruction in Chinese enterprises.The main conclusions are: the advertising implanted significant degree haspositive effects on four dimensions of brand equity. Movie audience cognition haspositive effects on brand awareness and perception quality, but it affects brand loyaltyand brand association weakly. |
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