碩士 / 朝陽科技大學 / 休閒事業管理系碩士班 / 98 / When advertising has not been able to attract consumers, it must have innovation way to capture attention of consumers that is why having employed product placement to promote products or merchandises. Scholars sort product placement by prominent placement and subtle placement. Also, product placement could communicate with consumer and effectiveness of prominent placement is better than subtle placement. This is first time study product placement by Taiwanese film, and study the case of “Cape No.7”. The study examines whether the new brand image of the placed product and the old product knowledge have an influence on the advertisement effect. Furthermore, we consider the product will achieve communication effect of placement by influence of Taiwanese film.
The results of this study as followed: prominent placement strategy of movies brings about better brand image effects than subtle placement strategy. Prominent placement strategy will affect purchase of willing；The brand awareness of subtle placement will have the positive effects of purchase of willing .However, brand awareness of prominent placement and subtle placement will through brand attitude to effects of purchase of willing.
| Identifer | oai:union.ndltd.org:TW/098CYUT5675031 |
| Date | January 2010 |
| Creators | Yi-An Chen, 陳以安 |
| Contributors | Chien-Hsien Yen, You-Jie Huang, 顏建賢, 黃有傑 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 76 |
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