An Experimental Study On The Effect Of Implantable And Non - Implantable Advertisement

In recent years, with the product placement is widely applied to film, television and entertainment programs, and it also achieved the desired results, which has a higher demand on product placement theory. In order to guidance product placement theory development and application better than ever. many experts and scholars also pay attention to product placement and study on it. However, on the one hand, The results didn’t reach an agreement, on the other hand, the research methods and means have limitations. This study uses learning difference recognition paradigm to explore the product placement and non- product placement memory effect. Product placement were further compared with nonproduct placement preference. Trying to find the influence of different advertising materials and different methods of implantation to the audience and brand preference memory.One experimental study of virtual advertising brand, we had selected 105 college students tested, through picture materials, audio materials and videos materials, and different experimental implants with non-implanted two ways to measure the effect of advertising the brand of memory and preferences, the results showed that: from implanted point of view, the effect of the non-memory product placement is better than the placement of the effect; materials from different point of view, the best video memory, non-invasive image ads memory is better than non-implanted audio ad memory effect implanted audio advertising is better than implantable image ads. The degree of non-placement of brand preference is better than product placement preference, that is, under conditions of virtual brands, people prefer non-placement of the brand, rather than the placement of the brand. Proved that an important factor affecting the advertising brand familiarity effect, with respect to the unfamiliar brand, familiar brands more effectively raise awareness of the brand’s liking.Experiment two is the real advertising brand research, which selected 65 students, who watched the video materials to make a good measure of the real brand advertising audience memories and preferences and found that: whether immediate or delayed quiz tests, non-invasive advertising brand recall the results are significantly better than the memory effect placement brand; similarly, the effect of the non-implanted advertising brand recognition are significantly better than the placement brand recognition results with the experimental findings of a phase one. Experimental results derived preference is more complex, reflected in the brand’s advertising methods and test methods implanted two factors main effect was not significant, but there was an interaction between the two, through the simple effect analysis found that in non-placement under the conditions, the preference for instant scoring test scores significantly higher preference for scoring delay test results, which are consistent with the results of an experiment, indicating that familiarity is an important factor is the impact of advertising brand advertising effectiveness, that familiarity leads like this in the second experiment also applicable.Through research we found: First experimental study of virtual advertising the brand, before being tested for advertising brand neither any memory, but no likes and dislikes of the points, to arrive at these conclusions. These findings may provide new products just listed learn advertising and marketing; second experiment is the study of the real brand advertising, since the subjects of these brands have past experience, the study concluded that the more complex and less easily explained it is today the placement effect of difficulties and challenges lies. Experiments I and II experiments have proved that the advertising brand familiarity is an important factor in the evaluation of the impact of brand advertising; brand preference results also reflect the effect on simple exposure. Making advertising branding process, we have to learn to use the experiment concluded, proper selection of implant methods and advertising materials, while brand advertising aired during the reasonable control of broadcast times, so as to achieve effective dissemination of advertising brands at the same time, enhance the brand’s audience liking.