Evaluating Soft Brand Advertising on Television Including Product Placement and In-Program Brand Exposures
Atul PhadnisStrategy Group, TAM Media Research Pvt. Ltd., India
Akash ChawlaS-Group, TAM Media Research Pvt. Ltd., India
Yogesh ShendyeADEX Services, TAM Media Research Pvt. Ltd., India
WHAT IS SOFT TELEVISION ADVERTISING?
Television advertising is going through a paradigm shift. While TV has always had commercial breaks, the latest trends suggest that brands are stepping out from ad breaks and invading programming space. Crawlers on cable channels, brands being used by anchors/ characters in TV shows, branding and sponsorship elements in sports in the form...