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

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


Brand placement is defined as “the compensated inclusion of brands or brand identifiers through audio and/or visual means within media programming” (Karrh, 1998). Placement prominence knows several definitions, but generally a placement is prominent when the brand is at the focus of attention (Gupta and Lord, 1998).

The literature on brand placement in audiovisual media (film, television, and games) has shown that placement prominence is positively related to brand memory (Babin and Carder, 1996; Brennan, Dubas, and Babin, 1999;...

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