This study examined the effect of PPL on Chinese TV program. Especially, this study focused on how TV program induced mood(positive vs. negative) and the types of PPL(auditory vs. visual) had influences on the brand recognition, brand attitude, and purchase intention. For the purpose, 3 experiments were conducted. The result of the experiment 1 showed that program induced mood had no significant effect on the brand recognition, but significantly positive effect on the brand attitude and purchase intention. The experiment 2 showed the positive effect of the auditory placing strategy on the brand recognition and brand attitude. The result of the experiment 3 showed interaction effects of program induced mood and types of PPL on the brand recognition, brand attitude and purchase intention. In the effect of negative mood induced by the TV program on the brand recognition and purchase intention, the auditory placing strategy was more effective, while the visual placing strategy was more effective on the brand attitude. Theoretical and practical implications are also discussed.