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Product placement , brand communication effects research

Author: MaXiaoZuo
Tutor: LuShanBing
School: Northwestern University
Course: Communication
Keywords: Product placement Brand Dissemination of results Integrated Marketing
CLC: F713.8
Type: Master's thesis
Year: 2009
Downloads: 994
Quote: 4
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Abstract


Product placement as a new advertising strategy , with its colorful , flexible and diverse forms and subtle communication effect has been more attention and recognition of consumers and advertisers . But product placement in development at the same time , there have many problems , such as advertisers are most concerned about is how the product placement , brand communication effects , have not achieved the desired effect to expand the brand influence . But relative abroad , our placement advertising campaign lags behind in research methods primarily on qualitative analysis and case studies , quantitative analysis of small . So , from the point of view of the audience and the use of empirical research is of great significance placed advertising campaign . Article Xi'an university student population for the study , the use of quantitative analysis , and supplemented by theoretical analysis method to study the effect of product placement , brand communication . In this paper, based on review of the relevant literature and theory of Chinese and foreign research product placement , brand communication , product placement , brand communication effects questionnaire design and survey summary and analysis , to tease out the placement style advertising brand communication process . To solve these problems , the effect of advertising and brand communications theory is based on the appropriate way to resolve , mainly to solve two issues : (1) product placement brand communication What is the status , what factors affect product placement development impact ; ( 2) how best to implement the product placement strategy . To help enterprises to increase awareness of the product placement , provide theoretical reference for enterprises to better implementation of product placement strategy for the brand of Chinese enterprises to establish and shape to provide theoretical support and protection , thereby enhancing our enterprises in the competitive advantage in the international environment .

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising
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