Abstract

Lee Puyi Wong

This paper uses natural experiment to explore effects of product placement advertisements. Results shows (Experimental Film: A Sigh): Buick and Bank of China are different in terms of main effect of brand awareness. It is the same as in terms of consumer’s value. In terms of interaction between two brands, results are different. This paper provides reasonable procedures to test effects and tells us what kind of consumer’s value is effective for product placement advertisements.