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| Author: | Reijmersdal, E. A. van |
| Title: | Mixing advertising and editorial content in radio programmes: appreciation and recall of brand placements versus commercials |
| Journal: | International Journal of Advertising
2011 : VOL. 30:3, p. 425-446 |
| Index terms: | advertising brands radio industry advertising effectiveness |
| Language: | eng |
| Abstract: | This study explores the effects of radio brand placement concentrating on liking, credibility and brand recall. The study is based on online survey conducted among 153 university students between age 18 and 30. It is found that brand placement is more liked, more credible and has stronger effect on brand recall than commercials. In addition, brand placement and commercial together conjure up higher brand recall than commercial alone. |
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