search query: @freeterm brand placement / total: 5
reference: 2 / 5
| Author: | Delattre, E. Colovic, A. |
| Title: | Memory and perception of brand mentions and placement of brands in songs |
| Journal: | International Journal of Advertising
2009 : VOL. 28:5, p. 807- 842 |
| Index terms: | advertising brands perception |
| Freeterms: | brand placement songs memorization |
| Language: | eng |
| Abstract: | The objective of this article is to present brand placement (here as: b.p.) in songs and contribute to b. p. research by focusing on the effectiveness of it. The memorization of 17 brands cited in two French songs is analyzed. Also the perception of placement is examined. The results show that brands that are placed in the refrain and that are pronounced slowly are remembered most. In addition, b.p. seems especially effective when it targets the fans of an artist. It is also found that a positive evaluation of a song is transmitted to the attitude towards use of brands. |
SCIMA