Abstract

A Study on Effect of Product Placement(PPL)
According to Exposure Level and Placement Form

The change of media enviroment and extension of movie area made advertising people in charge utilize PPL as an alternative media which is the from of new indirect advertising, consequently advertising people in charge have been interested in what is the most effective to use PPL with which coherence in the movie.

By these current trend, the purpose of this study was that how exposure level and placement form of product among many factors which could affect to advertising effect of PPL affects the advertising effect of PPL.

For this, with the object of 210 examines in total, after showing movies to four experimental groups which is divided into exposure level (high/low) and the type of placement form (on-set placement/creative placement), advertising effect of PPL about specific brand was analyzed.

The frist, after degree of brand recall was measured according to the exposure level and placement form, it showed that the difference in the degree of recall due to exposure level wasn't significant, but the difference in degree of recall due to placement form was significant. That is, consumers are affected by the placement form more than exposure level of brand in terms of brand recall, especially the brand recall was higher when placement form was on-set placement than creative placement.

The Second, after attitude about brand was measured according to the exposure level and placement form, it showed that the difference in attitude about brand due to the exposure level wasn't significant, but the difference in attitude about brand according to placement form was significant. That is, consumers showed the difference in attitude about brand according to placement form more than exposure level of brand, especially, it was more positive in case of on-set placement than creative placement in placement form.

The third, after consumer's purchase intention was measured according to the exposure level and placement form, it showed that the difference in consumer's purchase intention due to exposure level wasn't significant, but the difference in consumer's purchase intention due to placement form was significant. Especially consumer's purchase intention was higher when on-set placement than creative placement.

The last, after analyzed the difference in degree of brand recall according to the degree of prior perception, it showed that the group to remember specific brand precisely was higher than the group not to remember specific brand at all in the degree of prior perception.

These result of study supports following two suggestions in terms of marketing and advertising business.

The first, in PPL what scene and how product and brand appears are affected to the effect of advertising, and based on this, marketing or advertising people in charge were required to plan and practice PPL advertising.

The second, it is needed to use the related coherence for consumers can remember product or brand which is made by PPL. It is connected to exposure level and it is better not to increase exposed level flatly and because consumers mostly don't recognize to be exposed themselves directly to PPL, it is required to utilize movie scene or situation which product and brand is situated positively to drew these memories.