Effects of Direct Implants on Brand Attitudes in Variety Shows

DOI

10.2991/sschd-19.2019.79How to use a DOI?

Keywords

Variety show, Direct placement of ads, Brand awareness, Brand attitude.

Abstract

Many scholars have explored the marketing effect of implanted advertisements based on the characteristics of “hiddenness”. However, in recent years, the advertisements in variety shows are increasingly showing “de-hidden”, and the direct forms of implanted advertisements and situational advertisements are emerging one after another, but the effect of this innovative implanted advertising form remains to be seen. test. This paper proposes a new type of direct- implanted advertising in variety shows, which measures the frequency, context fit and the identity of the spokesperson's identity, introduces the mediation of brand variables, and studies the influence on brand attitude. The data analysis of 437 valid questionnaires shows that the frequency, the fit of the situation and the identity of the spokesperson of direct placement of advertisements directly or indirectly affect the brand attitude of the audience directly or through brand recognition. In variety shows, direct placement of advertisements is an effective way to spread brands.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Haiyun He
PY  - 2019/12
DA  - 2019/12
TI  - Effects of Direct Implants on Brand Attitudes in Variety Shows
BT  - Proceedings of the 5th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2019)
PB  - Atlantis Press
SP  - 350
EP  - 355
SN  - 2352-5398
UR  - https://doi.org/10.2991/sschd-19.2019.79
DO  - 10.2991/sschd-19.2019.79
ID  - He2019/12
ER  -