Comparing Brand Placements and Advertisements on Brand Recall and Recognition
Davit Davtyan
University of Texas at Austin
Kristin Stewart
California State University San Marcos
Isabella Cunningham
University of Texas at Austin
MANAGEMENT SLANT
- In this study, a brand placement was equally as effective as a 30-second commercial in eliciting brand recognition.
- Participants' unaided recall was higher when they saw a 30-second commercial than when they watched a prominent brand placement.
- A combination of brand placement with a 30-second commercial elicited unaided recall similar to that of two 30-second commercials.
- Advertisers should consider utilizing less expensive brand placements if their objective...