The advertising and marketing practitioner also have employed this marketing tool to promote products or merchandises. By placing product information into the content of movies, TV programs, or computer games, the marketing practitioner hope to increase brand awareness, influence the consumer’s attitude positively toward the product, and also increase the willingness for the consumer to purchase the products. Although "product placement" has been widely utilized by the marketing practitioners, only few researches in Taiwan studied the utilization of this marketing tool and its communication effects. Therefore, this study intends to investigate how "product placement" is used to promote the product. By analyzing the content of television soap opera and in-depth interviewing the marketing and media practitioners, the results of this study could increase the understanding of the utilization of "product placement" in Taiwan.
中文關鍵詞
產品訊息，置入性行銷，電視偶像劇
英文關鍵詞
product information, product placement, television trendy drama