A New Branch of Advertising: Reviewing Factors That Influence Reactions to Product Placement
Eva van Reijmersdal, Peter Neijens and Edith G. Smit
Amsterdam School of Communications Research ASCoR, University of Amsterdam
Advertisers spend large amounts of money to integrate their brands into editorial media content. This phenomenon is known as product placement or brand integration. Spending on all types of paid brand placement was $2.90 billion in 2007 and showed an...