Analysis on the Influencing Factors of Implanted Advertising Effect of Pure-Net Variety Show

When people are tired of traditional advertisements such as TV ads, print ads, the implanted advertisements appear in the major movies and media in a swift manner.The Pure-Net Variety Show has become a new carrier for them.This article uses the AIDA model to evaluate the effectiveness of the implanted advertising, and explores the effect of pure network variety on the advertising from two aspects: the stimulus of implantation and the individual differences of the audience.The empirical study shows that the four factors of implant visibility, implant context characteristics, product/brand familiarity and individual program involvement have a significant impact on the effect of implant advertising, and the implant context characteristics are different from the previous film and television implant advertising research.Under the carrier of pure network variety, it has a weak negative effect on the advertising effect rather than a positive effect.Meanwhile, I provide corresponding suggestions for pure network variety shows and advertisers to modify the placement advertisement plan.