Mixing advertising and editorial content in radio programmes: Appreciation and recall of brand placements versus commercials

Although the literature on brand placement is rapidly evolving, no studies thus far have focused on radio brand placement or on the effects of the combination of brand placement and commercials.

Mixing advertising and editorial content in radio programmes: Appreciation and recall of brand placements versus commercials

Eva A. van Reijmersdal

Amsterdam School of Communications Research, ASCoR

Introduction

Our knowledge of how brand placement works in various media is growing (van Reijmersdal et al. 2009), but there are three lacunae in the literature on brand placement effects. First, previous studies have focused on brand placement in various media (see, for example, Brennan et al. 1999; Balasubramanian et al. 2006; Matthes et al. 2007; Mau et al.2008; Redondo & Holbrook 2008; Mackay...

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