植入式广告与贴片广告的协同效应研究
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摘要
运用剧院法和组间实验设计探讨植入式广告与贴片广告的协同效应,研究表明:贴片广告与植入式广告协同对受众记忆具有提升作用,提升幅度取决于植入类型和曝光顺序;贴片广告-显性植入比显性植入-贴片广告的记忆效果更好,而隐性植入-贴片广告比贴片广告-隐性植入的记忆效果更好;贴片广告与植入式广告协同对品牌态度有弱化作用,且与受众观影卷入度存在显著的正相关关系;贴片广告与植入式广告协同对购买意向没有直接影响,但却可能通过受众记忆和品牌态度产生间接影响。
By using theater methodology and betw een-group experimental design method,this paper examined empirically synergy of product placement and cinema advertisement. The results show ed that the combination of cinema advertisement and product placement had enhanced audience's memory,and the level of enhancement depended on placement characteristics and exposure sequence. Cinema advertisement-prominent placement had better audience memory than that of prominent placement-cinema advertisement,w hile subliminal placement-cinema advertisement w as performing better audience memory than that of cinema advertisement-subliminal placement. The combination of cinema advertisement and product placement had w orse effectiveness on brand attitude,and this kind of effectiveness had a significantly positive correlation w ith audience involvement. The impact of cinema advertisement and product placement combination had no direct influence on purchase intention,but possibly had indirect influence through audience memory or brand attitude.
By using theater methodology and betw een-group experimental design method,this paper examined empirically synergy of product placement and cinema advertisement. The results show ed that the combination of cinema advertisement and product placement had enhanced audience's memory,and the level of enhancement depended on placement characteristics and exposure sequence. Cinema advertisement-prominent placement had better audience memory than that of prominent placement-cinema advertisement,w hile subliminal placement-cinema advertisement w as performing better audience memory than that of cinema advertisement-subliminal placement. The combination of cinema advertisement and product placement had w orse effectiveness on brand attitude,and this kind of effectiveness had a significantly positive correlation w ith audience involvement. The impact of cinema advertisement and product placement combination had no direct influence on purchase intention,but possibly had indirect influence through audience memory or brand attitude.
引文
谌楠. 2011.电视广告和网络视频广告对品牌资产影响的协同效应研究[D].广州:暨南大学.
李万莲,宋思根. 2013.植入式广告对游客记忆和行为意向的影响及其启动效应[J].商业经济与管理(11):79-88.
王平,孙皖玲,范秀成,等. 2016.广告协同效应研究述评及展望[J].外国经济与管理(11):14-28.
张雅丹. 2012.基于说服知识理论的传统商业广告对植入式广告效果影响研究[D].北京:中国人民大学.
中国人民大学舆论研究所《植入式广告研究》课题组. 2011.植入式广告:研究框架、规制构建与效果评测[J].国际新闻界(4):6-23.
周南,王殿文. 2014.显著的植入式广告能带来更好的品牌态度吗?植入式广告显著性影响机制研究[J].南开管理评论(2):142-152.
BAKER M J,CHURCHILL G A. 1977. The impact of physically attractive models on advertising evaluations[J]. Journal of Marketing Research,14(4):538-555.
BALASUBRAMANIAN S K. 1994. Beyond advertising and publicity:hybrid messages and public policy issues[J]. Journal of Advertising,23(4):29-46.
BOERMAN S C,VAN REIJMERSDAL E A,NEIJENS P C. 2012. Sponsorship disclosure:effects of duration on persuasion knowledge and brand responses[J]. Journal of Communication,62(6):1047-1064.
BRENNAN I,DUBAS K M,BABIN L A. 1999. The effects of placement type and exposure time on product placement recognition[J]. International Journal of Advertising,18(3):323-338.
BRESSOUD E,LEHU J M,RUSSELL C A. 2010. The product well placed:the relative impact of placement and audience characteristics on placement recall[J]. Journal of Advertising Research,50(4):374-385.
CHANG Y,THORSON E. 2004. Television and web advertising synergies[J]. Journal of Advertising,33(2):75-84.
CHATTERJEE P. 2012. The role of varying information quantity in ads on immediate and enduring cross-media synergies[J]. Journal of Marketing Communications,18(3):217-240.
CONFER M G,DONALD M. 1991. The research study:the advertising impact of magazines in conjunction with television[J]. Journal of Advertising Research,31(1):2-5.
COWLEY E,BARRON C. 2008. When product placement goes wrong:the effects of program liking and placement prominence[J]. Journal of Advertising,37(1):89-98.
D'ASTOUS A,CHARTIER F. 2000. A study of factors affecting consumer evaluations and memory of product placements in movies[J].Journal of Current Issues and Research in Advertising,22(2):31-40.
DELORME D E,REID L N. 1999. Moviegoers'experiences and interpretations of brands in films revisited[J]. Journal of Advertising,28(2):71-95.
DIJKSTRA M,BUIJTELS H E J J M,VAN RAAIJ W F. 2005. Separate and joint effects of medium type on consumer responses:a comparison of television,print,and the internet[J]. Journal of Business Research,58(3):377-386.
DUNCAN T. 1993. Integrated marketing? It's synergy[J]. Advertising Age,64(10):22.
EDELL J A,KELLER K L. 1989. The information processing of coordinated media campaigns[J]. Journal of Marketing Research,26(2):149-163.
EDELL J E,KELLER K L. 1999. Analyzing media interactions:the effects of coordinated TV-print advertising campaigns[EB/OL]. MSI Report 1999,No. 99-120. http://www. msi. org/reports/analyzing-media-interactions-the-effects-of-coordinated-tv-printadvertisin.
FRIESTAD M,WRIGHT P. 1994. The persuasion knowledge model:how people cope with persuasion attempts[J]. Journal of Consumer Research,21(1):1-31.
HAM C D,JUN J W,CHO C H. 2012. Positive vs. negative publicity with advertising an application of the synergy on country brand and country-of-origin products[J]. International Journal of Integrated Marketing Communications,4(2):27-43.
HAVLENA W,CARDARELLI R,DE MONTIGNY M. 2007. Quantifying the isolated and synergistic effects of exposure frequency for TV,print,and internet advertising[J]. Journal of Advertising Research,47(3):215-221.
JAGPAL H S. 1981. Measuring joint advertising effects in multiproduct firms[J]. Journal of Advertising Research,21(1):65-69.
JIN H S. 2003. Compounding consumer interest:effects of advertising campaign publicity on the ability to recall subsequent advertisements[J]. Journal of Advertising,32(4):29-41.
KANSO A,NELSON R A. 2004. Internet and magazine advertising:integrated partnerships or not[J]. Journal of Advertising Research,44(4):317-326.
KARRH J A,MCKEE K B,PARDUN C J. 2003. Practitioners'evolving views on product placement effectiveness[J]. Journal of Advertising Research,43(2):138-149.
LIM J S,RI S Y,EGAN B D,et al. 2015. The cross-platform synergies of digital video advertising:implications for cross-media campaigns in television,internet and mobile TV[J]. Computers in Human Behavior,48:463-472.
LIN C,VENKATARAMAN S,JAP S D. 2013. Media multiplexing behavior:implications for targeting and media planning[J]. Marketing Science,32(2):310-324.
MARKS L J,KAMINS M A. 1988. The use of product sampling and advertising:effects of sequence of exposure and degree of advertising claim exaggeration on consumers'belief strength,belief confidence,and attitudes[J]. Journal of Marketing Research,25(3):266-281.
MCCARTHY M S,FRAM E H. 2008. Synergies of promotional products and print advertising in building brand equity for a new brand[J].Journal of Promotion Management,14(1-2):3-15.
MICU A C. 2005. Testing for a synergistic effect between online publicity and advertising in an integrated marketing communications context[D]. Columbia:University of Missouri.
MICU A C. 2010. Telling the brand story:including news articles in online promotional strategies[J]. Management&Marketing,5(2):67-84.
MICU A C,PENTINA I. 2015. Examining search as opposed to experience goods when investigating synergies of internet news articles and banner ads[J]. Internet Research,25(3):378-398.
MICU A C,THORSON E. 2008. Leveraging news and advertising to introduce new brands on the Web[J]. Journal of Interactive Advertising,9(1):14-26.
MITCHELL A A. 1986. The effect of verbal and visual components of advertisements on brand and attitude toward advertising[J]. Journal of Consumer Research,13(1):12-24.
MONTGOMERY D B,SILK A J. 1972. Estimating dynamic effects of marketing communications expenditures[J]. Management Science,18(10):485-501.
NAIK P A,RAMAN K. 2003. Understanding the impact of synergy in multimedia communications[J]. Journal of Marketing Research,40(4):375-388.
NEBENZAHL I D,JAFFE E D. 1998. Ethical dimensions of advertising executions[J]. Journal of Business Ethics,17(7):805-815.
NUMBERGER S,SCHWAIGER M. 2003. Cross media,print,and internet advertising:impact of medium on recall,brand attitude,and purchase intention[EB/OL]. EFOplan. https://www. mendeley. com/research-papers/cross-media-print-internet-advertisingimpact-medium-recall-brand-attitude-purchase-intention.
OKAZAKI S,HIROSE M. 2009. Effects of displacement-reinforcement between traditional media,PC internet and mobile internet[J]. International Journal of Advertising,28(1):77-104.
O'SULLIVAN T,DUTTON B,REYNER P. 1998. Studying the media:an introduction[M]. 2nd Edition. London:Arnold.
OWEN A R,KARRH J A. 1996. Video news releases:effects on viewer recall and attitudes[J]. Public Relations Review,22(4):369-378.
RADIO AD LAB. 2004. The benefits of synergy:moving money into radio[EB/OL]. http://www. belmediaradioplus. ca/up load/RAELSynery Summary Dec04. pdf.
RUSSELL C A. 1998. Toward a framework of product placement:theoretical propositions[J]. Advances in Consumer Research,25(1):357-362.
RUSSELL C A. 2002. Investigating the effectiveness of product placements in television shows:the role of modality and plot connection congruence on brand memory and attitude[J]. Journal of Consumer Research,29(3):306-318.
SMITH R E,VOGT C A. 1995. The effects of integrating advertising and negative word-of-mouth communications on message processing and response[J]. Journal of Consumer Psychology,4(2):133-151.
STAMMERJOHAN C,WOOD C M,CHANG Y,et al. 2005. An empirical investigation of the interaction between publicity,advertising,and previous brand attitudes and knowledge[J]. Journal of Advertising,34(4):55-67.
STEELE A,JACOBS D,SIEFERT C,et al. 2013. Leveraging synergy and emotion in a multi-platform world[J]. Journal of Advertising Research,53(4):417-430.
TIWSAKUL R,HACKLEY C,SZMIGIN I. 2005. Explicit,non-integrated product placement in British television programmers[J]. International Journal of Advertising,24(1):95-111.
URIBE R. 2016. Separate and joint effects of advertising and placement[J]. Journal of Business Research,69(2):459-465.
VAN REIJMERSDAL E A. 2011. Mixing advertising and editorial content in radio programs:appreciation and recall of brand placements versus commercials[J]. International Journal of Advertising,30(3):425-446.
VOORVELD H A M. 2011. Media multitasking and the effectiveness of combining online and radio advertisements[J]. Computers in Human Behavior,27(6):2200-2206.
VOORVELD H A M,NEIJENS P C,SMIT E G. 2011. Opening the black box:understanding cross-media effects[J]. Journal of Marketing Communications,17(2):69-85.
李万莲,宋思根. 2013.植入式广告对游客记忆和行为意向的影响及其启动效应[J].商业经济与管理(11):79-88.
王平,孙皖玲,范秀成,等. 2016.广告协同效应研究述评及展望[J].外国经济与管理(11):14-28.
张雅丹. 2012.基于说服知识理论的传统商业广告对植入式广告效果影响研究[D].北京:中国人民大学.
中国人民大学舆论研究所《植入式广告研究》课题组. 2011.植入式广告:研究框架、规制构建与效果评测[J].国际新闻界(4):6-23.
周南,王殿文. 2014.显著的植入式广告能带来更好的品牌态度吗?植入式广告显著性影响机制研究[J].南开管理评论(2):142-152.
BAKER M J,CHURCHILL G A. 1977. The impact of physically attractive models on advertising evaluations[J]. Journal of Marketing Research,14(4):538-555.
BALASUBRAMANIAN S K. 1994. Beyond advertising and publicity:hybrid messages and public policy issues[J]. Journal of Advertising,23(4):29-46.
BOERMAN S C,VAN REIJMERSDAL E A,NEIJENS P C. 2012. Sponsorship disclosure:effects of duration on persuasion knowledge and brand responses[J]. Journal of Communication,62(6):1047-1064.
BRENNAN I,DUBAS K M,BABIN L A. 1999. The effects of placement type and exposure time on product placement recognition[J]. International Journal of Advertising,18(3):323-338.
BRESSOUD E,LEHU J M,RUSSELL C A. 2010. The product well placed:the relative impact of placement and audience characteristics on placement recall[J]. Journal of Advertising Research,50(4):374-385.
CHANG Y,THORSON E. 2004. Television and web advertising synergies[J]. Journal of Advertising,33(2):75-84.
CHATTERJEE P. 2012. The role of varying information quantity in ads on immediate and enduring cross-media synergies[J]. Journal of Marketing Communications,18(3):217-240.
CONFER M G,DONALD M. 1991. The research study:the advertising impact of magazines in conjunction with television[J]. Journal of Advertising Research,31(1):2-5.
COWLEY E,BARRON C. 2008. When product placement goes wrong:the effects of program liking and placement prominence[J]. Journal of Advertising,37(1):89-98.
D'ASTOUS A,CHARTIER F. 2000. A study of factors affecting consumer evaluations and memory of product placements in movies[J].Journal of Current Issues and Research in Advertising,22(2):31-40.
DELORME D E,REID L N. 1999. Moviegoers'experiences and interpretations of brands in films revisited[J]. Journal of Advertising,28(2):71-95.
DIJKSTRA M,BUIJTELS H E J J M,VAN RAAIJ W F. 2005. Separate and joint effects of medium type on consumer responses:a comparison of television,print,and the internet[J]. Journal of Business Research,58(3):377-386.
DUNCAN T. 1993. Integrated marketing? It's synergy[J]. Advertising Age,64(10):22.
EDELL J A,KELLER K L. 1989. The information processing of coordinated media campaigns[J]. Journal of Marketing Research,26(2):149-163.
EDELL J E,KELLER K L. 1999. Analyzing media interactions:the effects of coordinated TV-print advertising campaigns[EB/OL]. MSI Report 1999,No. 99-120. http://www. msi. org/reports/analyzing-media-interactions-the-effects-of-coordinated-tv-printadvertisin.
FRIESTAD M,WRIGHT P. 1994. The persuasion knowledge model:how people cope with persuasion attempts[J]. Journal of Consumer Research,21(1):1-31.
HAM C D,JUN J W,CHO C H. 2012. Positive vs. negative publicity with advertising an application of the synergy on country brand and country-of-origin products[J]. International Journal of Integrated Marketing Communications,4(2):27-43.
HAVLENA W,CARDARELLI R,DE MONTIGNY M. 2007. Quantifying the isolated and synergistic effects of exposure frequency for TV,print,and internet advertising[J]. Journal of Advertising Research,47(3):215-221.
JAGPAL H S. 1981. Measuring joint advertising effects in multiproduct firms[J]. Journal of Advertising Research,21(1):65-69.
JIN H S. 2003. Compounding consumer interest:effects of advertising campaign publicity on the ability to recall subsequent advertisements[J]. Journal of Advertising,32(4):29-41.
KANSO A,NELSON R A. 2004. Internet and magazine advertising:integrated partnerships or not[J]. Journal of Advertising Research,44(4):317-326.
KARRH J A,MCKEE K B,PARDUN C J. 2003. Practitioners'evolving views on product placement effectiveness[J]. Journal of Advertising Research,43(2):138-149.
LIM J S,RI S Y,EGAN B D,et al. 2015. The cross-platform synergies of digital video advertising:implications for cross-media campaigns in television,internet and mobile TV[J]. Computers in Human Behavior,48:463-472.
LIN C,VENKATARAMAN S,JAP S D. 2013. Media multiplexing behavior:implications for targeting and media planning[J]. Marketing Science,32(2):310-324.
MARKS L J,KAMINS M A. 1988. The use of product sampling and advertising:effects of sequence of exposure and degree of advertising claim exaggeration on consumers'belief strength,belief confidence,and attitudes[J]. Journal of Marketing Research,25(3):266-281.
MCCARTHY M S,FRAM E H. 2008. Synergies of promotional products and print advertising in building brand equity for a new brand[J].Journal of Promotion Management,14(1-2):3-15.
MICU A C. 2005. Testing for a synergistic effect between online publicity and advertising in an integrated marketing communications context[D]. Columbia:University of Missouri.
MICU A C. 2010. Telling the brand story:including news articles in online promotional strategies[J]. Management&Marketing,5(2):67-84.
MICU A C,PENTINA I. 2015. Examining search as opposed to experience goods when investigating synergies of internet news articles and banner ads[J]. Internet Research,25(3):378-398.
MICU A C,THORSON E. 2008. Leveraging news and advertising to introduce new brands on the Web[J]. Journal of Interactive Advertising,9(1):14-26.
MITCHELL A A. 1986. The effect of verbal and visual components of advertisements on brand and attitude toward advertising[J]. Journal of Consumer Research,13(1):12-24.
MONTGOMERY D B,SILK A J. 1972. Estimating dynamic effects of marketing communications expenditures[J]. Management Science,18(10):485-501.
NAIK P A,RAMAN K. 2003. Understanding the impact of synergy in multimedia communications[J]. Journal of Marketing Research,40(4):375-388.
NEBENZAHL I D,JAFFE E D. 1998. Ethical dimensions of advertising executions[J]. Journal of Business Ethics,17(7):805-815.
NUMBERGER S,SCHWAIGER M. 2003. Cross media,print,and internet advertising:impact of medium on recall,brand attitude,and purchase intention[EB/OL]. EFOplan. https://www. mendeley. com/research-papers/cross-media-print-internet-advertisingimpact-medium-recall-brand-attitude-purchase-intention.
OKAZAKI S,HIROSE M. 2009. Effects of displacement-reinforcement between traditional media,PC internet and mobile internet[J]. International Journal of Advertising,28(1):77-104.
O'SULLIVAN T,DUTTON B,REYNER P. 1998. Studying the media:an introduction[M]. 2nd Edition. London:Arnold.
OWEN A R,KARRH J A. 1996. Video news releases:effects on viewer recall and attitudes[J]. Public Relations Review,22(4):369-378.
RADIO AD LAB. 2004. The benefits of synergy:moving money into radio[EB/OL]. http://www. belmediaradioplus. ca/up load/RAELSynery Summary Dec04. pdf.
RUSSELL C A. 1998. Toward a framework of product placement:theoretical propositions[J]. Advances in Consumer Research,25(1):357-362.
RUSSELL C A. 2002. Investigating the effectiveness of product placements in television shows:the role of modality and plot connection congruence on brand memory and attitude[J]. Journal of Consumer Research,29(3):306-318.
SMITH R E,VOGT C A. 1995. The effects of integrating advertising and negative word-of-mouth communications on message processing and response[J]. Journal of Consumer Psychology,4(2):133-151.
STAMMERJOHAN C,WOOD C M,CHANG Y,et al. 2005. An empirical investigation of the interaction between publicity,advertising,and previous brand attitudes and knowledge[J]. Journal of Advertising,34(4):55-67.
STEELE A,JACOBS D,SIEFERT C,et al. 2013. Leveraging synergy and emotion in a multi-platform world[J]. Journal of Advertising Research,53(4):417-430.
TIWSAKUL R,HACKLEY C,SZMIGIN I. 2005. Explicit,non-integrated product placement in British television programmers[J]. International Journal of Advertising,24(1):95-111.
URIBE R. 2016. Separate and joint effects of advertising and placement[J]. Journal of Business Research,69(2):459-465.
VAN REIJMERSDAL E A. 2011. Mixing advertising and editorial content in radio programs:appreciation and recall of brand placements versus commercials[J]. International Journal of Advertising,30(3):425-446.
VOORVELD H A M. 2011. Media multitasking and the effectiveness of combining online and radio advertisements[J]. Computers in Human Behavior,27(6):2200-2206.
VOORVELD H A M,NEIJENS P C,SMIT E G. 2011. Opening the black box:understanding cross-media effects[J]. Journal of Marketing Communications,17(2):69-85.