search query: @author Reijmersdal, E. van / total: 2
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| Author: | Smit, E. Reijmersdal, E. van Neijens, P. |
| Title: | Today's practice of brand placement and the industry behind it |
| Journal: | International Journal of Advertising
2009 : VOL. 28:5, p. 761-782 |
| Index terms: | brands Netherlands advertising |
| Freeterms: | brand placement brand-integration television industry |
| Language: | eng |
| Abstract: | In this study brand placement (here as: b.p.) on Dutch television is investigated by combining content analysis and a practitioners' perspective. The aim of this study is to examine what part of Dutch television is mixed with brands, what characteristics the b.p.s have, and what experiences does the b.p. industry have in producing b.p. programmes. The results show that b.p. in television programmes is growing into a significant part of Dutch television and brand-integrated programmes are considered the future of advertising. |
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