An Empirical Study On The Celebrity Effect And Product Placement Effect

Over the years,TV media has always occupied a strong position in the advertising market.However,the development of traditional plug-in TV ads has gradually encountered bottlenecks,resource saturation,the escaping of the audience,the impact of new media and new technologies,and the increasing independence of TV producers.The television advertising market is facing an unprecedented threat,and embedded advertising has become an inevitable trend of advertising development in the era of television entertainment.In various forms of television programs,TV reality shows have unique internal and external attributes.They use “rules” to replace the scripted and documentary realism of traditional TV dramas and create a fictional and real media environment.The production cost is low,the audience is young,audience participation is high,and the advertising performance is real.A unique path has emerged in the advertising and branding.Vietnam's "T-Taiwan New Face" attracted the attention of the audience and also attracted a large number of advertisers.Program sponsorship fees and star worth also rose.The high cost of implants allows advertisers to start thinking rationally about the effectiveness of implanted advertising.The impact of star effect and product involvement on implantable consumers,and the interaction between the two are the focus of this study.This article takes the star effect and product involvement as independent variables,and tests the impact of implanted advertising on consumer brand attitude and purchase intention.The data were analyzed using independent sample T test and multivariate analysis of variance.The analysis results show that the celebrity effect has a positive effect on advertising effectiveness;product involvement has no significant effect on brand attitude,but has a negative impact on purchasing intention;celebrity effect and product involvement interact with each other,and is low in degree of involvement.In product placement ads,the celebrity effect has a more pronounced effect on advertising effectiveness.