How media factors affect audience responses to brand placement

This study investigates the influence of media factors on brand placement effects in a real-life setting.

How media factors affect audience responses to brand placement

Eva van Reijmersdal, Edith Smit and Peter Neijens

Amsterdam School of Communication Research ASCoR

Brand placement first appeared in Lumière films in the 1890s (Newell et al. 2006). More than a century later, brand placement appears in every medium (Van Reijmersdal et al.2007). Brand placement is defined as ‘the purposeful incorporation of brands into editorial content’ (Russell & Belch 2005; Schneider & Cornwell 2005). Recently, a number of studies have been published on brand placement, ranging from content analyses (e.g. Ferraro & Avery...

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