텔레비전 프로그램에서 제품배치 ˜PPL˜ 의 효과 연구

The Effect of Product Placement PPL on TV Program

Multimedia Major,

Graduate School of Mass Communication,

Chung-Ang University

The Purpose of Research

The purpose of this research is to find the effect of product placement PPL in television program on the sale of products.

Research Method

This research in conducted by analyzing the correlation between the PPL and the product sale of the product placed on TV Program. In order to address the research question, What degree of influence does the product placement referred to as PPL hereafter in television progam have on the sales volume of a product? , it is hypothesized as follows :

1. The average audience rating of the television program with PPL has positive correlation with the sale of the product placed.

2. The length of exposure time alloted to the product in television program has positive correlation with the sale of the product.

3. The degree of brand recognizable placement of the product has positive correlation with the sale of the product.

4. In the TV drama with PPL, the degree of identification of the viewers with the role of the actor through empathy has positive correlation with the sale of the product.

In this study, the independent variables are 1 the average audience rating of the television program with PPL, 2 the length of exposure time alloted by the PPL, 3 the degree of brand recognizable placement of the product, and 4 the degree of identification of the viewers with the role of the actor and the dependent variable is the sale of the PPL product.

To control intervening variables, the amount of sales after televising TV programs with PPL is compared with that of the sales before televising TV programs with PPL. And also the TV programs are sampled from the three major nation-wide network programs, which satisfy the following conditions.:

1 the viewers must have similar demography,

2 the televising period must be the same,

3 the televising frequency also must be the same in this case, twice a week.

Research Findings

It is found that there is positive correlations between the independent variables, the average audience rating of the television program with PPL, the degree of brand recognizable placement of the product, and the degree of identification of the viewers with the role of the actor, and the dependent variable, the sale of the PPL product. However , the research also showed that the length of exposure time alloted by the PPL have no significant correlation with the sale of the PPL product. Therefore, in general, it is concluded that PPL in T V dramas is effective.

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