Effects of Placement Marketing on Product Attitude and Purchase Intention in Traditional Industry
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Chialing Yao 1 2, Paichin Huang 1 2 *
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1 School of Accountancy, Fujian Jiangxia University, Fuzhou, Fujian, CHINA2 Finance and Accounting Research Center, Fujian Jiangxia University, Fujian Province Philosophy Social Science Research Base, CHINA* Corresponding Author

This article belongs to the special issue "Problems of Application Analysis in Knowledge Management and Science-Mathematics-Education".

Abstract

In the information explosion era nowadays, various television advertisements are on television. However, such traditional message delivery is losing the efficacy to directly communicate with target consumers; consumers have appeared zapping behaviors as they are fed up with traditional advertisement. At the time, seeking other alternatives for effective commercial communication is important and urgent for traditional industry. Product placement is now a broadly applied alternative. Why is such marketing communication with skillful product placement largely utilized by companies? It is considered in traditional industry that product placement is comparatively inexpensive but could achieve high contact, reinforce memory, and create positive links with program characteristics. Taking Chinese general consumers of the product in traditional Industry as the research subject, on-site questionnaire distribution and collection is adopted in this study. Total 250 copies of questionnaire are distributed and 218 valid copies are retrieved, with the retrieval rate 87%. The research results reveal 1.significant effects of placement marketing on product attitude, 2.remarkable effects of placement marketing on purchase intention, and 3.notably positive effects of product attitude on purchase intention. At the end, suggestions are proposed according to the results, expecting to assist domestic traditional industry in executing placement marketing.

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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article

EURASIA J Math Sci Tech Ed, Volume 13, Issue 12, December 2017, 8305-8311

https://doi.org/10.12973/ejmste/78701

Publication date: 25 Nov 2017

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