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Siam Technology College

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The Factors that Effect Product Placement by means of Advertising in Thai Intern [คัดลอกลิงค์นี้เพื่อนำไปแบ่งปัน]

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โพสต์เมื่อ 2016-11-3 10:56:02 |แสดงทั้งหมด

The Factors that Effect Product Placement by means of Advertising in Thai Internet Television

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Lynn Peterson

Phollapruet Ruangcharas

\r\nAbstract\r\nIt is the goal of this research to begin to understand which factors influence the effectiveness of product placement as a means of advertising in internet television. More specifically this study will look at the following seven factors: the viewer’s familiarity with and likeability of the program, the viewers’ likeability of the characters using the products, the type of product placement, the viewers’ gender in comparison to the targeted demographic of the program, viewers’ internet television viewing habits. This multiple part study took roughly thirty minutes per focus group and involved 400 undergraduate students from Thai universities. These students were separated into three groups consisting of about 100 students each with approximately half of each group consisting of males and females respectively. Conclusions of this research indicated that product placement as a means of advertising in Thai internet television is most effective when the products are audio-visually imbedded into the storyline or are simply audio-visually presented in the program, when it is used among those television viewers who are more familiar with the program, like the program more (explicit), watch more hours (explicit) and days (implicit) a week of television, and on an implicit level among servers. However, contrary to prior research, character likeability had no strong connections to the effectiveness of a product’s recall amongst viewers. \r\nThefull paper may be found in Click Download\r\n\r\n\r\n
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