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| The Effectiveness of Product Placement: The Interactive Effect of Audience Sensitivity to Product Placement, Quality of Media Content and Product Placement Type |
| WANG Ping1,SONG Sigen2,JU Yao3 |
1. Fudan University
2. Anhui University of Finance and Economics
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Abstract This paper mainly explores the effect of multi-factors interaction on the effectiveness of product placement. Experiments show that audience sensitivity to product placement, quality of media content and product placement type have an interactive effect on audience recognition, attitude and purchase intention toward product placement. Audiences with high sensitivity to product placement have a higher recognition to prominent placement in high quality of media content compared to prominent placement in low quality of media content, but they have an opposite effect on attitude and purchase intention to product placement. Audiences with high sensitivity to product placement have a lower recognition to subtle placement in high quality of media content compared to subtle placement in low quality of media content, but they haven’t difference in attitude and purchase intention to product placement. Audiences with low sensitivity to product placement have a lower recognition to prominent placement in high quality of media content compared to prominent placement in low quality of media content, but they have an opposite effect on attitude and purchase intention to product placement. Audiences with low sensitivity to product placement haven’t difference in recognition, attitude and purchase intention to product placement.
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Received: 31 March 2015
Published: 15 October 2015
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Corresponding Authors:
WANG Ping
E-mail: bartwp@163.com
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2015, Vol. 
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