Cristel Antonia Russell, Dale Russell, Andrea Morales and Jean-Marc Lehu, Journal of Advertising Research, Vol. 57, No. 1, 2017, pp. 38-52
These three studies found support for a process termed hedonic contamination, whereby exposure to advertisements before a movie or television show activates persuasion knowledge, directs attention to the product placements, and reduces consumption enjoyment.
Nathalie Dens, Patrick De Pelsmacker, Peter Goos and Leonids Aleksandrovs, International Journal of Market Research, Vol. 58, No. 5, 2016, pp. 649-670
This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme.
Davit Davtyan, Kristin Stewart and Isabella Cunningham, Journal of Advertising Research, Vol. 56, No. 3, September 2016, pp. 299-310
Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials.
Bijal Pathak, WARC Prize for Innovation, Shortlisted, 2014
This case study describes how pharmaceutical brand Lifescan created a new diabetes management system and complete education curriculum for diabetics and their caregivers in Kingdom of Saudi Arabia (KSA) to increase sales of its products.
Kate Kopperman, WARC Prize for Innovation, Bronze, 2014
This case study describes how Colgate, the dental care brand, found a fresh way to engage with Australians about oral protection by creating a branded mouthguard to be worn by a popular Rugby League team.
Nora J. Rifon, Elizabeth Taylor Quilliam, Hye-Jin Paek, Lorraine J. Weatherspoon, Soo-Kyong Kim and Karen C. Smreker, International Journal of Advertising, Vol. 33, No. 3, 2014, pp. 475-508
Food marketing is under increased scrutiny for its implicated role in the childhood obesity epidemic.