Enterprise brand to take into the marketing approach as a brand or product promotion, in many cases of placement of marketing, more to take a combination of circumstances, put the Japanese drama, Korean drama, including Taiwan's drama or idol drama There are different ways of placing. This study is aimed at the impact of the exclusive theme of the product placed on the effect of advertising, by understanding the current Taiwan drama or idol such as taking such a placement model for the enterprise brand or product to bring higher economic benefits.
In this study, the experimental design method was adopted to analyze the influence of brand attitude and purchase intention, and the degree of connection was added as interference. The results of the study found that the plot into the product exclusive and non-exclusive lead will directly affect the brand attitude, purchase intent, although the degree of connection to join the adjustment effect is not significant, but found a single product into the exclusive or the plot Way to make the brand attitude, purchase intention significant impact, said the product into Taiwan drama, to take a kind of placement, not only save the cost, but also to achieve the product into the advertising effect.
