The Effects of Placement Degree and Endorser Attitude on Brand Placement in Music Video

• Main Authors: Shu-han Huang, 黃舒涵
• Other Authors: Ya-kang Chiu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/09704053083859964513

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 101 === Traditional marketing technique like TV commercial, the audiences will switch the channel when the TV program in commercial to avoid them. Therefore, the TV commercials’ effect is worthy or not. Based on the above, the new marketing technique brand placement has become more and more important and used to all enterprises in the world. Enterprises put any messages what is related to brand on the video screen and other media. So that its will influence audiences’ attitude and intent without knowing. The past decades has to put down in writing with the historical records in placement degree and consumers brand attitude that influence in between, from now a days still has not brought up the research to be specifically and clearly interpreted. Furthermore, this research hopes to go deeply further understanding to the consumer after watching the placement marketing film, from the film’s position go along with and to bring the purchasing behavior’s thought of the effective process. Eventually, the research assumes comparing with the movies, and television media. Music not easily affected by languages, educational levels, and civilizations that causes the misunderstanding restriction, to be able to go deeply into people’s lives easily, easily accomplished the target of the globalizations, and to be the most permeated in media. Consequently, this research has brought up into three questions in studies, the first study: placement marketing process and consumer trademark positions to be effected for what reason? And the second studies: because of placement marketing that changes the consumer trademark’s positions for what reasons? As well as the third in studies：according to the music tape for the research mark, to test the trademark placement marketing’s position to be in relations. The research indicates, when the brand: Cotton USA to mark the music video tape in placement marketing process to be higher, the audience’s mark in position will eventually go much lower, but the research has to go further to return and start analyzing the occurrence, Cotton USA in placement marketing process and placement marketing position in relations to be swayback curve, to indicate when the U.S. first brand in placement marketing process will go much higher, the audiences in placement marketing positions will also be higher but after the certain placement marketing process, and it will go higher, and it will let the audiences in the placement marketing positions to be much lower; moreover, the research result to indicate if the audiences to a spokesman’s attitude will go much higher, and to the placement marketing will also go higher as well as the audiences in placement marketing position will through the music videotape’s position to the trademark position to result in directly impact, and after a consistently to the directly change to behavioral purposes.