Research for Effects of Product Placement Advertisements Regarding Consumer’s Value

Abstract:

This paper aims at exploring consumer’s life value on effects of product placement advertisements in the Chinese film “No Thieves in the World”. In terms of BMW cars in this film, great talent and bold vision, neatness and joyfulness and comfort and vigor of consumer’s values exert great influence on the effects of product placement advertisements while others are not. Great talent and bold vision of consumer’s value exerts the most remarkable influence on the effects of product placement advertisements. It may be that BMW is concerned by those who own social positions to some degree.BMW’s brand personality may play a role in the influence on effects of advertising. We can resort to these three kinds of values in priority when we carry out branding communication of BMW.

• Periodical: Advanced Materials Research (Volumes 452-453)
• Pages: 1133-1136
• DOI: https://doi.org/10.4028/www.scientific.net/AMR.452-453.1133
• Online since: January 2012
• Authors: Sheng Liang Lin
• Keywords: BMW Cars, Consumer’s Value, Linear Regression, Resort

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