The impact of product placement strategy on the placement communication effect: the case of a full-service restaurant.

This study discusses the communication effects when restaurants are placed in a television drama. A total of 300 respondents from a university in the north of Taiwan viewed a 6-minute experimental film and then completed a questionnaire. The statistical results indicated that: (a) if consumers have a more favorable view of an actor in a drama, this will enhance the placement communication effects; (b) if the link between a restaurant and drama is stronger, this will enhance the placement communication effects; and (c) if a restaurant is placed in the drama more often and in a more integrated fashion, the placement communication effects are enhanced. This study not only enriches the literature on product placement marketing in the hospitality field, but also helps hospitality managers to consider how to establish appropriate marketing strategies when placing restaurants in television dramas.