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| Author: | Reijmersdal, E. van Smit, E. Neijens, P. |
| Title: | How media factors affect audience responses to brand placement |
| Journal: | International Journal of Advertising
2010 : VOL. 29:2, p. 279-301 |
| Index terms: | advertising brands Netherlands |
| Freeterms: | brand placement brand recognition real-life setting |
| Language: | eng |
| Abstract: | The study investigates the influence of media factors on brand placement (henceforth as: b-p.) effects in a real-life setting. The effects of b-p. in television programs on brand recognition, brand attitudes and brand behaviour are examined in a field setting. The impact of objective and subjective media context factors is studied for brands that are placed in four television shows. Genre, program attitude and the programs informational value are found to have positive effects on b-p. reactions. The obtained results support theories on spillover effects and media gratifications. The importance of context factors in b-p. effects are shown. |
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