The Effectiveness Of Product Placement In Web Series Based On The Product Involvement

The continuous development of digital media technology,the change of consumer interest and the continuous renewal of marketing means have brought new opportunities for the development of product placement in China and created conditions for the growth of web series.While traditional media are constantly being carved up by the rise of new media,web series is favored by more and more advertisers because of its shorter cycle,high flexibility and low cost.However,due to the short history of the development of web series,the combination of web series and product placement is still lack of sufficient experience,especially driven by commercial interests,which leads to the endless confusion of advertising placement.For example,the rough placement of advertising,the excessive number of products implanted,etc.,not only disturbs the market order of the advertising industry,but also hinders the audience experience of consumers.Finally,it will affect the win-win cooperation and development of web series and product placement.This paper studies the current situation of web series advertisement implantation,trying to establish a good cooperative relationship between online drama and advertisement implantation,and promote the harmonious development of online drama and advertisement implantation.In this paper,web series is used as the carrier to study the effect of product placement.Based on the division of product involvement,supported by the theories of integrated marketing and reference group,and combined with the characteristics of web series,this paper constructs a research model of online drama product placement advertising,and puts forward specific assumptions on the relationship between variables.Through the design of 2(high involvement / low involvement)×2(prominent / nor prominent)×2(celebrity effect / nor celebrity effect)the experimental video clips were formed,and the subjects were asked to fill in the corresponding questionnaire after watching the video.In this paper,SPSS software is used to analyze the data and verify the hypothesis,in order to provide ideas for the improvement of the marketing strategy of web series product placement.The research results show and prove most of the hypotheses in this paper.On this basis,three main conclusions are drawn: Firstly,the brand memory of high product involvement is significantly higher than that of low product involvement.But in brandattitude,the two show the opposite situation.Secondly,placement prominence positively affects brand memory and brand attitude.As for the relationship between placement prominence and brand attitude,this paper also tries to make corresponding answers from the text characteristics,narrative structure,audience characteristics of web series.Thirdly,there are significant interactions between product involvement and placement prominence,as well as between product involvement and celebrity effect.Finally,according to the conclusion of empirical research and the characteristics of web series,this paper puts forward corresponding suggestions for the marketing of web series product placement advertising,including: content-based,to create high-quality web series;through media linkage,to achieve the second communication of brand;combined with technology,to innovate the presentation mode,etc.,In order to bring win-win for the content side and advertisers of web series.