Brand Placement Prominence: Good for Memory! Bad for Attitudes?

Eva van Reijmersdal

This paper presents two laws about the effects of brand placement on audience reactions. Brand placement is the compensated inclusion of brands or brand identifiers within media programming.

Brand Placement Prominence: Good for Memory! Bad for Attitudes?

Eva Van ReijmersdalAmsterdam School of Communications Research, University of Amsterdam

INTRODUCTION

Brand placement is defined as “the compensated inclusion of brands or brand identifiers...

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