植入要素与受众特征对植入式广告记忆类型的影响

Impact of Placement Ingredients and Audience Characteristics on Memory Types of Product Placement

学界和业界关于植入式广告效果颇有争论。植入要素是否突破受众阈限,受众对植入要素的处置差异是理解争论的关键所在。以内隐记忆和外显记忆是否突破受众阈值为判断标准,深入分析植入要素和受众特征对植入式广告记忆的影响。结果显示,植入要素对受众记忆的主效应不显著,但部分变量之间存在显著的交互作用;受众特征对内隐和外显记忆均存在潜在的影响,品牌熟悉度对受众的外显记忆的影响尤为显著;植入要素和受众特征存在交互作用,表现在高频次曝光和整合程度对低熟悉度品牌的记忆有显著的提升作用。

The effectiveness of product placement has been a controversial issue in academia and industry. The keypoints to understand the issue are whether placement goes beyond perception threshold of audience or not,and thedifferences of audiences’capability to process the specific scenario in which the product is placed. Taking implicit andexplicit memory as the indicators below and above the perception threshold,the article aims to explore the impact ofplacement ingredients and audience characteristics on memory of product placement. The findings show that placementingredients have no main effect on the memory of audience,but the significant interactive effects occur within somedimensions of placement ingredients. Audience characteristics have a potential impact on the implicit and explicit memories,and brand familiarity has a great impact on the explicit memory. There is an interaction between placement ingredients and audience characteristics,for high-frequency exposure and integrity level of placement significantly promote thememory of low-familiarity brand.