A New Branch of Advertising: Reviewing Factors That Influence Reactions to Product Placement

This literature review presents a quantitative synthesis of 57 studies on product placement and shows which factors are most effective.

A New Branch of Advertising: Reviewing Factors That Influence Reactions to Product Placement

Eva van Reijmersdal, Peter Neijens and Edith G. Smit

Amsterdam School of Communications Research ASCoR, University of Amsterdam

Advertisers spend large amounts of money to integrate their brands into editorial media content. This phenomenon is known as product placement or brand integration. Spending on all types of paid brand placement was $2.90 billion in 2007 and showed an...

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