How does product placement in movies impact product knowledge?
The brief review of product placement
- the concept of product placement
- forms of product placement
How does product placement advertise brands/products in movies?
- the communication advantages of movies
- how does product placement associate the brand/product with the story
- how product placement positively or negatively impact brand images
My perceptions on product placement in movies
It aims to understand the degree of how product placement impact youths brand cognition, whether it strengthens and improves brand image or damage the brand image through product placement.
Does product placement in movies impact product knowledge in China?
Product placement differs from other types of advertisements. It does not explicitly recommend a brand or persuade target audience to purchase products. To achieve marketing goals, product placement embeds products or some representative items of a brand into a movie, a TV show or a sports game. Thus, products or brands will impress audience and increase their product knowledge while they watch TV programs.
In 1999, alcohol products first utilized product placement in a Chinese movie. From a dialogue between two actors, the product name is easily heard. It is the first time for audience to unconciously acquire product knowledge from a movie. Later, other products were embedded into movies in China, such as mobile phones, portal sites and so on.
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