Attention Effect of Audiences on the Brand Placement
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초록
This research analyzed the attention effect of brand position appearing on the screen of computer. Because of BPL(Brand Placement) which is being acclaimed as the new profit model in multimedia, the interest for brand image has increased rapidly. For the purpose of analysis, the computer screen was divided into 9 squares and in each of the square area a number image or a brand image was placed. 120 subjects participated in the questionnaire and their responses were analyzed to find out how the exposure types and locations of images on the screen affect attention effect. As the results of the analysis showed, the subjects reported paying the highest attention to the square 5, the center area of the screen, regardless of contents of the message. The respondents preferred moving image to stationary image and were more attentive on a certain area on which extra emphasis was put. The research results may help finding out the optimal place for the brand on the multimedia screen and also the best exposure type. Although the findings of this study have potential implications for academic researchers, several limitations exist. Various statistical and systematical analysis are needed in future research. In future research, various exposure types are recommended including VR(Virtual Reality). This is an interdisciplinary study between multimedia and marketing. Therefore, brand placement in real on-line games are recommended to be analyzed. And also, brand placement is a profitability business model in multimedia field, so researchers and contents developers have to keep watching how BPL activates the benefit.
Abstract
This research analyzed the attention effect of brand position appearing on the screen of computer. Because of BPL(Brand Placement) which is being acclaimed as the new profit model in multimedia, the interest for brand image has increased rapidly. For the purpose of analysis, the computer screen was divided into 9 squares and in each of the square area a number image or a brand image was placed. 120 subjects participated in the questionnaire and their responses were analyzed to find out how the exposure types and locations of images on the screen affect attention effect. As the results of the analysis showed, the subjects reported paying the highest attention to the square 5, the center area of the screen, regardless of contents of the message. The respondents preferred moving image to stationary image and were more attentive on a certain area on which extra emphasis was put. The research results may help finding out the optimal place for the brand on the multimedia screen and also the best exposure type. Although the findings of this study have potential implications for academic researchers, several limitations exist. Various statistical and systematical analysis are needed in future research. In future research, various exposure types are recommended including VR(Virtual Reality). This is an interdisciplinary study between multimedia and marketing. Therefore, brand placement in real on-line games are recommended to be analyzed. And also, brand placement is a profitability business model in multimedia field, so researchers and contents developers have to keep watching how BPL activates the benefit.
참고문헌 (13)
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