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> Product placement, embedded marketing (63)
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Classic paper - a key, timeless read
61.
The influence of product-placement type exposure time on product placement recognition
Ian Brennan, Khalid M Dubas and Laurie A Babin, International Journal of Advertising, Vol. 18, No. 3, 1999
This study examines the extent to which product-placement type and exposure time explain the rate at which viewers recognise brand names affiliated with product placements in films. The results suppor ...

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Classic paper - a key, timeless read
62.
Brand affinity and television programme sponsorship
Mike Bloxham, International Journal of Advertising, Vol. 17, No. 1, 1998
Sponsorship of TV programmes offers suppliers of goods and services the potential to strengthen brand loyalty and brand positioning among viewers. Care needs to be taken in matching the emotional appe ...

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Paper
63.
Product placement. Brands in programmes?
John Barnard, Admap, May 1991
The article describes BOTC (Broadcast Opportunities To Communicate). Vast tracts of programming, out of reach of advertising, and often unsuited to formal sponsorship, can effectively showcase brands ...

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