| Summary: | 碩士 === 中國文化大學 === 新聞研究所碩士在職專班 === 93 === The advertising and marketing practitioner have employed product placement to promote products or merchandises. By placing product information in the content of movies, TV programs, or computer games, the marketing practitioner hope to increase brand awareness, influence the consumer’s attitude positively toward the product, and increase the willingness for the consumer to purchase the products.
Although “product placement” has been widely utilized by the marketing practitioners, only few researches in Taiwan studied the utilization of this marketing tool and its communication effects. Therefore, this study intends to investigate how “product placement” is used to promote the product. By analyzing the content of television trendy opera and in-depth interviewing the marketing and media practitioners, the results of this study could increase the understanding of the utilization of “product placement” in Taiwan.
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