An Empirical Study On The Impact Of Plot Connection On Consumer Brand Attituded Towards TV Series

As the product homogenization becomes more and more serious,consumers have more and more purchase choices.What the merchants need to consider is how to get out of the homogeneity dilemma and get market share.In recent years,with the rise of new media,and with the rapid development of mobile communications,the method of getting information for consumers is more convenient and various than ever.For merchants,advertising in various media,compared with the traditional marketing way,is more attractive.At the same time,it also indicates more media options,such as TV advertisements,film and television resources,subway,soft article,and so on.These various forms of propaganda has greatly increased the advertisers on the possibility of their product or brand promotion,among which the television advertising is still one of the most widely used medium.However,due to its high cost,and the "limited order" issued by the state administration of radio & film television in 2011,the TV series must not be interrupted in any form.The move makes product placement more and more popular.Advertisers will implant their product or brand in the plot of film and television drama,so as to promote their products or brands.In China,the product placement originated in the 1990 s,however,the revelant research is still in the initial stage,and there is still lack of systematic research and theory,also the qualitative research is more than quantitative research.In practice,how to combine the commercial brand marketing with the TV serious plot and make them fit well with each other,so as to improve the positive brand attitude of consumers is still the focus of research at home and abroad.This paper first study the origin and concept of product placement,ways of placement and consumer's brand attitude,selecting the plot correlation as independent variables,the consumer brand attitude as the dependent variable,and brand familiarity as regulating variable to further study.A total of 312 valid questionnaires were collected and analyzed by SPSS23.0 and AMOS23.0.Research findings:(1)The three dimensions of the plot connection to the consumer brand attitude,namely,cognitive brand attitude,affirmative brand attitude and the behavior tendency to a certain brand,which all have positive influence.Conclusion shows that the higher the correlation between advertising and the plot,the more positive memory and recognition of product or brand to consumers.(2)Brand familiarity in the plot connection between cognitive and affective brand attitude of the consumer plays a role of regulation.But the regulation effect does not exist in the impact to the behavior tendency.