Placement Of A Significant Degree Of Influence Of Consumer Brand Attitudes

Recently, as the financial crisis sweeping the globe, all kinds of media advertising introducedmany new laws and regulations.With China’s movie constantly industrialization development, lead to thehigh costs and poor results of traditional advertising and it’s development space is very limited. With theuneven quality of the advertising in today’s society,consumers began to escape and evade traditional formsof advertising,led to traditional advertising marginal benefit gradually reduced.On this occasion,Productplacement as a new media extension,it enter our field of vision with a mild and non-forced informationdissemination mode.It not only bring a new revenue point to medias like movies,TV plays and onlinegames,but also became a marketing tool for many business favor.The placement is a gradual rise of new forms of advertising,many companies are willing to implanttheir product and brand in the film and television works,they expect to get better marketing results thantraditional advertising. The rapid development of product placement made people realized its level oftheoretical research is not enough.Exiting literature has only ten years history and are not rich.Foreignscholars began to study product placement from1990s.The made the definition,classification,effectmeasurement, evaluation of consumer attitudes,factors which influence its effect and so on,and they drewmany important conclusions. In China,researches in this field started late,and both the level and number arelagging behind in foreign. Scholars learned from foreign advanced method these years,they try to usescientific research methods empirical research product placement,and achieved exploratory results.As thehistory of product placement is short,many questions in different field has no theoretical explanation.Thisalso provided subsequent researchers more opportunities and challenges.Some scholars proposed with the significant extent of product placement enhance,consumer’s brandattitude will rise.But later scholars questioned,they thought overly significant product placement mayreduce consumer’s brand attitude. So on the basis of previous studies,we made new assumptions.We thinkwith the significant extent of product placement enhanced,consumer’s brand attitude will first increases andthen decreases,and during this period it has an optimum value.This means a appropriate level of significantwill bring the best consumer’s brand attitude.And product placement’s degree of association with the plotmay has some effects of this mechanism.