| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 100 === Brand placements strategy and its effects：
The influence of exposure times and plot connection on advertising effect
《Abstract》
In this study, we explore the relation between different brand placement strategies and their effects, intending to organize and summarize the commonly-used brand placement strategies and implementation processes. The effects of band placements are measured by free recall, recognition, brand attitude and purchase intention. The brand placement strategies are categorized into two parts: exposure time and plot connection. The former can be classified into high and low exposure times according to the brand message importing frequency. The plot connection corresponds to the connection between brand and the story line, which can be divided into high and low plot connections according to the correlation.
We take the Taiwanese idol drama "Hana Kimi" as an experimental stimulus, and 95 students are examined. The in-depth interview method is also employed on 10 interviewees, including producers, television executives and script writers. The results indicate that both the exposure time and the plot connection have significant influence in advertising effect. Higher exposure times and plot connections can result into higher brand advertising effect. Besides, the exposure time and the plot connection have the interaction effect on the brand attitude but not the behavioral intentions.
The in-depth interview results show that the brand placement can be divided into three stages: the conceiving stage, script writing stage, and broadcasting stage. The idol dramas have brand placement on the conceiving and script writing stages, while soap dramas have brand placement at the broadcasting stage. The analysis also shows that most marketing interviewees improve product awareness by increasing the brand exposure time, and the plot connection strategies have to be planned at the conceiving and script writing stages. Brand involvement and type are the main criteria deciding the level of plot-connection strategy. We find that increasing the extent of plot connection when the exposure time is controlled has significantly positive effect on brand attitude. However, a comprehensive plan must have been well prepared before execution if marketing personnel want to receive good effect from the plot connection strategies.
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