How to mix brand placements in television programmes to maximise effectiveness
Nathalie Dens
Antwerp Management School, University of Antwerp
Patrick De Pelsmacker
Ghent University / University of Antwerp
Peter Goos
University of Leuven / University of Antwerp
Leonids Aleksandrovs
University of Antwerp
Introduction
The increasing penetration of digital television and online pay-per-view and streaming services is putting the traditional advertising-funded business model of commercial television under pressure. Hybrid advertising formats that merge commercial...