| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 98 === Due to ineffectiveness of traditional advertising, the notion of "product placement" quickly reinforced to be a new forming trend in recent years. Companies incorporate their products into movie films or television media. Those placements attempt to generate positive attitudes of target audiences for the brand. Unfortunately, this strategic intent does not always work.
Using the magazine as the medium, this research investigates how to optimize the effects of placement characteristics and advertising position. Product placement is presented in a fictitious article about the introduction to new Canon digital camera. An experiment of 2 (placement characteristics: prominent placement vs. subtle placement) × 4 (advertising position：before the article vs. next to the article vs. after the article vs. no advertisement) factorial design is conducted. Eight different scenarios are established through fictitious a product placement, and eight experimental conditions are developed. The advertising effectiveness is measured by purchase intention and attitudes toward the brand.
The results suggest that a subtle placement is more effective than a prominent placement. More importantly, an interaction of placement characteristics and advertising position is observed. The results indicate that product placement is most likely to backfire when a brand advertisement is shown next to the placement article. According to these findings, marketers should consider the “placement characteristics” of their brands before choosing an appropriate advertisement position appearing in the product placement.
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