A New Branch of Advertising: Reviewing Factors That Influence Reactions to Product Placement
Eva A. van Reijmersdal, Peter C. Neijens and Edith G. Smit
This literature review presents a quantitative synthesis of 57 studies on product placement and shows which factors are most effective.
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...