ABSTRACT

The Study on the Effect of Product Placement as a Marketing Public Relations Strategy

	Song, Min Young
	Dept. of Advertising & Public Relations
	Major in PR
	The Graduate School of Sookmyung Women's University

Media strategies for marketing public relations(MPR) are losing their power to convey messages to consumers in their traditional way. This gave rise to the need for a new method to get messages across to consumers more effectively. Under this circumstance, product placement(PPL) has recently emerged as a promising marketing PR strategy.

This study tried to find out the power of product placement as one of the key marketing PR strategies. To verify the marketing PR effect of product placement specifically, this study used an experimental approach and tried to find how placement
type and exposure time of product placement factors affect brand recognition, brand recall, brand attitude and brand purchase intention.

The experiment was conducted on college students grouped into four. The experiment used 2¡¿2 design. Two factors were considered in the experiment, such as placement type(on-set placement or creative placement) and exposure time(long or short). To analyze the result of the test, this research used X©÷ and t-test analysis.

The result of this study is summarized as follows :

Hypothesis 1 aimed at finding out the difference that each placement type makes. It turned out that consumers show more significant level of brand recognition, brand recall, brand attitude, and brand purchase intention for a certain class of products with on-set placement than with creative placement.

Hypothesis 2 aimed at finding out the influence that the length of exposure time exercises. The result indicates that consumers with longer exposure time experience more significant level of brand recognition, brand recall. Yet, consumers brand attitude and brand purchase intention for a certain class of products are not affected by exposure time.

Hypothesis 3 aimed at finding out the influence that the length of exposure time exercises under on-set placement. Consumers with a long exposure time under on-set placement show more significant level of brand recognition and brand recall for a certain class of products. Yet, consumers brand attitude and brand purchase intention for a certain class of products are not footed.

This study produced several Findings as follows :

The effect of product placement becomes greater with a certain placement type than with exposure time. For instance, a product gets attention from consumers more effectively when it is naturally exposed in the plot of a movie than when it simply makes appearance in the movie.

The effect of product placement varies depending upon classes of products. Strong familiarity maximizes the effect of product placement. So, stores should take notice of this when training workers who place products on the shelves.