| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 107 === Due to the emergence of the online media, an advertising tsunami has led to consumers’ distraction as consumers are becoming hard to reach. To gain more exposure, brands started to take up product placement, incorporating advertising messages into TV programs, films and other media. However, with the development and evolution of product placement techniques, branded entertainment surfaces as a new concept. Now, more and more brands also employ branded entertainment as a new marketing tool to attract consumers to consume contents voluntarily. Then what are the differences between branded entertainment and product placement? Previous studies demonstrated that branded entertainment should be separated from product placement, but little has been done to compare the differences of advertising effectiveness between the two. Thus, this study aims to compare the differences of between the effectiveness of branded entertainment and that of product placement.
An experiment is designed to draw a distinct comparison. Questionnaires are distributed online; the total effective collections are 220. The study uses the following statistical methods to analyze the sample data: descriptive statistical analysis, reliability analysis, validity analysis and an independent samples t-test. The result indicates branded entertainment can lead to better attitude towards advertising and attitude towards the brand and purchase intentions than product placement can.
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