The Efficacy of Brand-Execution Tactics in TV Advertising, Brand Placements, and Internet Advertising

This article examines brand-execution tactics (showing and naming the brand) in television, internet video advertising, and brand placement within TV programs.

The Efficacy of Brand-Execution Tactics in TV Advertising, Brand Placements, and Internet Advertising

Jenni RomaniukEhrenberg-Bass Institute for Marketing Science, University of South Australia

INTRODUCTION

Across all theories of advertising, there is a consistent theme: For the exposure to have any consequent effect in the future, the viewer needs to know which brand is being advertised. It is crucial, therefore, for viewers of an advertisement to register the brand name in their memory as a part of their exposure to that advertisement. The key mechanism for communicating the brand is direct branding execution, which is how the brand name is...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands