Strategies for Effective Product Placements in Taiwanese Idol Dramas

Abstract

In this study, the researchers sought to investigate the implementation strategies of product placements and examine the relationships among exposure times, plot connection and the effects of product placements in Taiwanese idol dramas. The study addresses an on-going question about the relevance of Taiwanese Idol Dramas given the extent of competition in the media today as well as their decreasing relevance. Following an experiment, interviews were conducted with media experts to supplement the findings and add further depth to our understanding. The results show that Taiwanese Idol Dramas continue to have a powerful effect on the audience. Specifically, brand placements with a high number of exposures that were highly connected to plots resulted in more positive brand attitudes than those with few exposures that were loosely connected to the plots. Increasing brand exposure time and the plot connection strategies are suggested at different stages to maximise their impact.