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...