关键词: 广告, 植入式广告, 接受通道, 广告效果

Abstract: The existing research on product placement focus on the influence of brand salience and receiving channels on brand impression and brand attitude. However, there is lack of research on the comparison between product placement and non-product placement, and lack of the influence of different receiving channels (especially the single visual channel) and time delay on the two sorts of advertisements. The present research takes brand memory and brand attitude as a function of advertisement’s effect by receiving channels and time delay. In experiment 1, we compiled product placements and non-product placements of fictional brands in visual, audition and visual-audition combination modes, and product placements were on standards of subtle placements(i.e., not related to the plot, and seen only briefly) (Cowley & Barron, 2008). ninety five college students were presented these clips then the brand recognition, self-evaluation of brand preference and relative brand preference judgment were measured. The results show that: (1)the combination of visual and auditory channels (video material) leads to better brand memory than single channel; (2)brand memory of non-product placement is better than that of product placement; (3)product placement of single channel of audition has a certain advantage in brand memory and brand preference. In experiment 2, We compiled two long videos which been inserted 16 product placements and non-product placements respectively. Product placements were on standards of subtle placements, the same as experiment 1. A total of 127 college students were presented product placement and non-product placement, then brand recognition, self-evaluation of brand preference and relative brand preference judgment were measured under the condition of instant and one week delay. The results confirmed previous findings of brand memory in that non-product placement is better than product placement during the processes of brand recognition. In addition, the results revealed that, (1)product placement has advantages in self-evaluation of brand preference under the condition of time delay; (2)either product placement and non-product placement made any difference on brand preference judgment under the condition of instant and time delay. Our results may provide implication on how receiving channel and time delay affect advertising effect. The non-product placement and visual-audition combination modes promotes the brand recognition through the advantage of image information, Under the condition of time delay, product placement produce higher preference level of self-evaluation resulting from the integration of backgrounds and advertisement. The plot integration and characteristics of auditory material increase memory recall performance and the level of preference in the product placement. Final, it was Mere Exposure Effect led non-product placement and visual-audition combination modes produce higher preference level of self-evaluation than product placement and visual or audition modes. In future research, the mechanism of the influence of receiving channels and time delay on product placement and non-product placement might be further confirmed by introducing variables of product placement type and brand familiarity.

Key words: advertisement, product placement, receiving channel, advertising effectiveness