A Study of Advertising Effectiveness between Product Placement and Traditional Commercials

• Main Authors: Yu-Kai Wei, 魏昱愷
• Other Authors: 蕭仁傑
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/23867506112052741875

碩士 === 國立中興大學 === 行銷學系所 === 101 === Integrated marketing communication has been rapidly grown in the recent years. In order to cater to the development of the multiple marketing tools, the advertisers tried numerous ways to disseminate the message to their target audience. In Taiwan, there was a trend which product placement was used to replace the tradition TV commercials. However, what if the product placement cannot effectively catch attention of customers, and cannot increase the awareness of customers. Is it still worth of the advertisers investing in product placement than traditional TV commercial? In Taiwan, there were little researches that comparing product placement to tradition TV commercial. Therefore, the aim of this thesis was to discuss the attitudes of Taiwanese customers towards these two marketing tools. The research method used in this research was experimentation method. Respondents were divided into three groups based on the product categories. Each group was tested by watching two commercial videos, Product Placement and the traditional one. There were totally 110 respondents take parts in this experiment. The results shown that, product categories had effects to these two marketing tools. According to the results of this research, if the advertisers want to advertise durable goods, the method of traditional commercials was better than product placement. In another way, product placement was better than traditional commercials when advertising non-durable goods. When apply to service products, there was no difference between these two marketing tools. It was interesting to highlight that when companies want to develop potential customers or those customers with lower product knowledge, there was a good chance using product placement tool. In the end, if the company wanted to increase awareness and reputation of the customers, by using traditional TV commercial could be more effectively.