在商業環境中，可以發現企業常會運用各種媒體進行品牌行銷，影響消費者 對品牌的認知，向消費者傳播有關品牌的資訊、塑造品牌形象、提升購買意願等。 廣告媒體種類的選擇被視為影響品牌廣告效果重要的一環，而不同的媒體特性或 傳播類型會如何影響品牌產品置入效果，一直是值得深入探討的主題。因?，本 研究的主要目的為探討在不同媒體類型上播放廣告時，不同產品類型是否對於品 牌知名度和消費者購買意願帶來不同影響。研究中共有兩個自變項，分別是置入 媒體類型(YouTube、Podcast)與產品類型(享樂性產品、功能性產品)，是 2×2 二因子實驗設計，依變項則有品牌知名度及購買意願兩項。
本研究收集資料的方式採用線上問卷發放，有效問卷總計收回 210 份。研究 結果顯示，置入媒體類型對品牌知名度具有顯著影響;品牌知名度對購買意願具 有顯著影響;相較於 Podcast，YouTube 作為產品置入媒體對享樂型產品的品牌 知名度效果較佳。本研究結果提供不同產品類型的廣告置入於不同媒體類型的差 異，期望對於品牌在進行行銷資源的分配時有所幫助。

The choice of advertising media is considered a crucial factor in determining the effectiveness of brand advertising, surpassing the creativity of the advertising message and customer relationship management. Understanding how different media characteristics or communication types impact brand product placement effectiveness remains a topic worthy of in-depth exploration. The main objective of this study is to investigate the differential effects of different product types on brand awareness and consumer purchase intention when advertising is placed on different media platforms. The study employed a 2×2 factorial design, with the independent variables being media type (YouTube, Podcast) and product type (hedonic, functional), and the dependent variables being brand awareness and purchase intention.
The data for this study was collected through online surveys, with a total of 210 valid responses. The results of the study indicate that media type has a significant impact on brand awareness. Furthermore, brand awareness has a significant influence on consumer purchase intention. Specifically, YouTube as a product placement medium demonstrates a stronger effect on brand awareness for hedonic products. These findings highlight the differences in advertising placement for different product categories across various media types. The results will provide valuable insights for brand marketers in allocating their marketing resources effectively.

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