本份研究主要是探討置入性行銷種類與品牌知名度對於品牌態度與購買意願之影響，並以產品種類作為中介變數。本研究採實驗設計法，使用2 (置入性行銷種類：顯著與隱藏) × 2 (品牌知名度：高與低) × 2 (產品種類：便利品與選購品)來進行實驗。研究結果發現如下：
1.顯著型置入性行銷對於廣告態度在統計上並無顯著性影響，但是方向一致。
2.品牌知名度高低對於廣告之態度有顯著性影響。
3.高品牌知名度之產品在隱藏性置入性行銷會引發較正向之態度，低品牌知名度之產品在明顯性置入性行銷會引發較正向之態度。
4.不同的產品種類對於廣告態度有影響。高知名度的便利品在明顯性置入性行銷會引發較正向之態度。低知名度的選購品在隱藏性置入性行銷會引發較正向之態度。

　　The purpose of this study was to examine the effect of product placement (PPL) type and brand awareness on attitudes toward the advertorials and the moderating effect of product categories. The hypotheses were tested by using a 2 (types of product placement— prominent vs. subtle) × 2 (levels of brand awareness— low vs. high) × 2 (product category— convenience goods vs. shopping goods) factorial design. The results of the study are as follows.
1.The impacts of subtle and prominent placement on the attitudes toward the advertorials have no significant difference. However, prominent product place generates higher attitudes toward the advertorials than subtle PPL in Next Magazine, and the subtle product placement generates higher attitudes toward the advertorials rather than subtle in Business Weekly.
2.Level of brand aware will positively affect on the attitudes toward the advertorials.
3.High brand awareness products generate higher attitudes toward the advertorials in subtle PPL, and low brand awareness products generate higher attitudes in prominent PPL than in subtle PPL, but the results do not satisfied the significance in statistics.
4.Different product categories are supposed partially to have impacts on the attitudes toward the advertorials. Convenience goods with high brand awareness have more positive attitudes toward the advertorials in prominent PPL. Shopping goods with low brand awareness generate more positive attitude towards the advertorials than through prominent PPL.

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