Influence Of Significant Degree And Match Degree Of Brand Placement On Consumer Brand Awareness

In recent years,implanted advertising has developed rapidly in China.Companies represented by advertisers have clearly realized the importance of using branded advertising to expand brand awareness and enhance consumer brand awareness.However,the effect of the marketing effect of the implanted advertising is changeable.It is still not clear how the enterprises should better embed the brand into the media to better achieve the marketing purpose.The influence of implanted brand prominence on consumer behavior has attracted the attention of scholars,but it has not yet reached a consensus view.The main reason for this inconsistency is that the effect of implanted advertising is affected by many factors.A single consideration of the consumer behavior resulting from significant degree represents the marketing effect of implanted advertising as being somewhat partial.Undoubtedly,the spread effect of implanted advertisements varies according to the degree of personal information processing,and the level of awareness generated by brands is different.Therefore,the article takes this as a starting point,introduces the concept fluency in information processing fluency as an intermediary variable,and studies the impact of implanted advertising saliency and matching on consumer brand perception.First of all,the article summarizes concepts and dimensions of relevant variables based on literature reviewing the significance,matching degree,conceptual fluen cy and brand cognition of implanted advertisements at home and abroad.Secondly,the theoretical model of this paper is constructed based on the research of the existing scholars,and the research hypothesis is put forward.Again,the article uses a combination of questionnaires and experimental methods to collect data,using SPSS20.0 to conduct independent sample T-test,linear regression and other statistical analysis methods to verify the hypothesis.Finally,based on the results of data analysis,the management of the enterprise is presented from the perspective of the interaction of the implanted advertisement saliency,matching degree and information processing fluency,and the research limitations and future research directions of the paper are proposed.The research results of this paper are as follows:(1)The consistency of the degree of product placement and the degree of content matching will positively influence consumer brand perception.The more significant the placement of advertising,the higher the level of consumer brand awareness.The higher the degree of match between the implanted advertisement and the plot,the higher the brand awareness.And the significant degree of content matching has signi:ficant interaction with brand awareness.In this paper,the fo:llowing results were obtained with the simple effect analysis method:When the implanting method is significant,the brand cognition with high product-plot matching degree is obviously higher than the cognitive level produced with low matching degree;when the implanting mode is implicitly implanted At that time,the degree of matching had no significant effect on the cognitive level.When the matching degree is low,the significant degree of implanting method has no effect on audience brand perception;when the matching degree is high,the brand cognitive level brought about by invisible implants is obviously lower than that of brand recognition produced by significant implants.Knowledge level.(2)Consistency of implanted advertisements and content matching degree will positively influence the fluency of information processing.The more significant the degree of implantable advertising,the higher the level of information processing fluency.The higher the matching degree between product placement and content,the higher the fluency of information processing.And the significant level of content matching has significant interaction with conceptual fluency.In this paper,the following results are obtained with the simple effect analysis method:When the implantation method is significant,the information flueney with high matching of product and plot is significantly higher than the fluency level produced with low matching degree.When the implantation method is implicit implantation,the m atching degree has no significant effect on the fluency level;when the matching degree is low,the significant degree of the implantation method has no effect on the fluency of the audience information.When the matching degree is high,the fluency of information brought about by significant implantation is significantly higher than the fluency level generated by implicit implantation.(3)The higher the level of fluency,the higher the brand awareness.(4)The fluency of information processing plays an intermediary role in the relationship between significant degree,content matching degree and brand cognition...