A Study On The Effect Of Product Placement

Over the years,TV media always occupies a strong position in the advertising market while the tradition plug-in TV advertisements gradually are developing to a bottleneck.TV advertising market is facing an unprecedented threat by saturated resources,escaped audience,new media and technologies,growing independence of TV producers and so on.As a result,product placements become necessary measures in this television entertainment era.In various television program genres,TV reality show has a unique internal and external attributes.It creats “rules” instead of traditional drama scripts and documentary realism,making a “fictitious-real” Media environment.By means of its low-cost production,young-age audience,high participation and clear-performance of advertising,reality TV has found a unique way for product placement. 2014 was known as the first year of the media,wildly popular reality shows, Where Are We Going, Dad? The Voice of China were drawing viewers 'attention, and advertisers. Advertising fee and Star fee came high as a result. Soaring cost of product placement makes advertisers rational thinking the effect of product placement.The interaction between celebrity effect and product placement is the key stone of this paper.We set celebrity effect and product placement as independent variable,testing the effect of product placement.We used the single factor ANOVA analysis,independent sample T-test and other methods to testify the hypothesis.Result shows that celebrity effect and product involvement separately affect consumer's purchase intension.Celebrity effect affect brand attitude,but product involvement's effect on brand attitude is significant.The interaction between celebrity effect and product involvement is verified.When the product involvement is low,celebrity effect can play a better role.