The Study On The Influence Of The Film And Television Product Placement On Brand Attitude

With the age of the Internet quickly emerging, the rapid rise of new media rapidly rising, Big Data constantly and rapidly expanding, and the decreasing of the TV media dominance, the traditional advertising has been impacted unprecedentedly. Innovation or new forms of advertising might be the only choice for the advertising industry to improve its position. The appearing of product placement has changed the current "bottleneck" of advertising and new marketing model as well, which lead to huge reaction in advertising, marketing and the film industry. Although the product placement was originated, its development is with great potential in China. Although the development of product placement goes deep from move to various TV shows, online games, new media and other carriers, product placement in film and television is more mature, so that it is more representative to study film and television product placement. Brand attitude refers to the attitude tendency reaction of consumers to a particular brand(appreciate it or not) after a learning mode. Brand attitude demonstrates the overall assessment of customer, and it will eventually not only affect consumers’ purchase intention and consumer buying behavior but also, impact brand communication and cognitive effects. Hence, it is very important to form a good brand attitude of customer. It can draw a conclusion: The study of the impact of product placement on brand attitude in this paper has a certain practical research value.By consulting a large number of documents and clearing up these documents, eventually took the significance of product placement and the audience cognitive of film works as two dimensions to measure the television product placement. Attitude is a comprehensive evaluation of cognitive, emotional and behavioral tendencies. For the evaluation of brand attitude can be seen to evaluate cognitive factors, emotional factors and behavior evaluation factor three. Therefore, brand awareness, brand evaluation and purchase intention as the three indicators to measure brand attitudes. Through collecting the literature,This article get the assumptions about the relationship of the two dimensions of product placement and the dimensions of brand attitudes, and then designing the questionnaire, distributing and collecting the data for statistical analysis, including descriptive statistics, correlation analysis, regression analysis, analysis of variance.Though statistical analysis, this research have found that the results of the assumptions about television product placement impacts on brand attitude through three dimensions are different. The product placement has significant correlations with television brand awareness, brand evaluation and purchase intention, which is consistent with the previous hypothesis. The TV drama audiences’ cognitive hypothesis has a different result. Audience awareness and brand awareness is not relevant, audience awareness and brand evaluation are not significantly related, and only the correlation with brand cognition and the willingness to buy is consistent with the hypothesis. The results inspired marketing in two perspectives, which have some real inspiration guiding value on television advertising and product placement. Also this research pointed out the limitations of this study, and further research on relevant aspects could be more scientific and integrity in the study.