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北京工商大学学报(社会科学版)摇 摇 摇 摇 2018 年摇 第 6 期

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Impact of Appearance Characteristics Mix of Product

Placed on Audiences蒺 Memory

SONG Sigen & GUO Xueying
(School of Business Administration, Anhui University of Finance & Economics, Bengbu, Anhui 233030, China)

Abstract: Product placement has recently been of much concern among academia and practitioners. However, the research鄄
ers have paid less attention to the role of appearance characteristics of product and its relationship with placement design. By the鄄
ater methodology and orthogonal experimental design, the research finds that the importance of appearance characteristics upon
audiences蒺 memory is product color, brand name plus logo, product size and product shape, ranking from high to low. Under the
condition of characteristics mix, audiences have a remarkably better memory for brand name plus logo, big size, curve and arc鄄
shaped products than for brand logo only, small size and cylindrical shapes respectively. As to product color, orange has won the
best memory effectiveness, followed by green and red in sequence. Dominant appearance characteristics dimensions have proba鄄
bly improved audiences蒺 memory for brand placement individually or collectively. The research on multi鄄dimensional characteris鄄
tics mix of product placed can help enterprises promote the effective coupling of product characteristics and placement design to
improve the advertisement effect.
Key Words: appearance characteristics; brand placement; audience memory; theater methodology; mixed brand and logo;
mix placement
(本文责编摇 邓摇 艳)

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