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.
Journal of Tianjin University of Commerce