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...