The Impact Of Advertising Placement, Prominence And Audience Viewing Characteristics On Brand Attitudes

To explore the factors that the implant way,the implant prominence,and the audience viewing feature how to affect on brand attitude.Two experiments,were carried out,The factors of implantation which affect on brand attitude mainly was explored in experiment one,the complete randomized experimental design of 2(implant way:brand mascot placement and product placement)× 2(implant prominence:high and low)x 3(liking of film:high,medium and low)was adopted,and all variables were inter group variables.The dependent variable is the score of the brand attitude scale.The results showed that:(1)The brand attitude of audience who watch film with different implant way has significant difference.The brand attitude of audience who watch the film with mascot placement was significantly higher than that of watching film with product placement;(2)The audience's liking of film has significant influence on brand attitude.The brand attitude of audience with high degree liking of film was significantly higher than that with low degree of liking;The influence of audience viewing features on implanted brand attitude mainly be explored in experiment two,the complete randomized experimental design of 2(video familiarity:high and low)x 3(viewing frequency:high,medium and low)was adopted,and two variables were inter group variables.The dependent variable is the score of brand attitude scale.The results showed that:The audience' frequency of watching film has significant influence on brand attitude.The audience with high degree of viewing frequency was eaiser to activate persuade knowledge,and their brand attitude was lower than audience with high viewing frequency.;The conclusions were as follows:(1)Consumers treat low-involvement products in low-involvement situations.They are more willing to accept advertisements with A more entertaining way.and low persuasive intend;(2)The consumer's love of the film can be transferred to the brand embedded in the fiim;(3)Consumers with high viewing frequency have higher acceptance of value-added advertisements,and the frequency of exposure can increase the brand attitude of exposure stimulation.