品牌置入的目的在於期望有效提升閱聽者對於品牌的價值態度，然而現今的置入模式並未依照品牌性質或置入媒體類型去探討其影響選擇表現手法的原因，如：汽車品牌先入為主以動作片為首要考量，但未想過其他可能的置入方式，電影為品牌置入的主要媒體，美國電影中高科技品牌置入次數已超過全部比例的三分之一，故本研究將以科技品牌為例子，探討此類品牌置入於電影的方式。
在研究的過程中發現，有關現今置入方式的研究，仍以事後針對行銷學觀點上的個案成敗原因，及如何改善手法為主，未思考如何創新手法，所以本研究經過次級資料分析法找出品牌置入行銷之構面和因素與電影分類，再經過訪談專家與閱聽者，並將結果進行重複量測變異數分析(ANOVA)，歸納出品牌置入於不同類型電影時，對其置入效益有顯著性影響的置入因素，讓置入形式設計者(如編劇、品牌公司)可有遵循的原則，藉以創造新的置入手法，以提高品牌置入的成功率。
本研究發現：(1)置入行銷運用在不同媒體載體上，可以利用故事文本作為置入的選擇依據；(2) 置入因素可依照置入載體與因素影響程度區分為四類型，並依照電影文本作不同影響程度排序 (3) 劇情連結度、品牌知名度與宣傳手法等為最重要的電影置入因素。

The purpose of the brand placement is to effectively enhance the brand value of viewer. However, today's placement model is not placed in accordance with the brand or media. The reasons such as, automotive brand be placed into action films are prime concerns, but not try other possible way. Movie is the major media to do brand placement. High-tech brands have be placed into American movies of the number of one-third of all proportion. Therefore, this study takes technology brand as an example to discuss the way of brand placement in movies.
For the current study, still focus on the case of the reason for the success or fail of marketing, instead of thinking about how to show different expression. Therefore, this study uses secondary data analysis to identify the brand placement facets, factors and film classification. Then researcher interviews with experts and audiences. And the results of interviews were repeated measurement analysis of variance (ANOVA). After all, the study summed up those factors which have significant impact when brand place into different types of movies.
The study found that: (1) The way to place the brand into different media can be chosen by the story. (2) The factors of placement can be divided into four types by the media and factors influence, and sort according to the degree of influence of the movie story. (3) Story link, Brand awareness and Publicity are the most important factors of brand placement in the movie.

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