Evaluating soft brand advertising on television including product placement and in-program brand exposures

This paper reviews the paradigm shift in TV advertising from scheduled commercial breaks to the phenomenom of soft advertising.

Evaluating Soft Brand Advertising on Television Including Product Placement and In-Program Brand Exposures

Atul PhadnisStrategy Group, TAM Media Research Pvt. Ltd., India

Akash ChawlaS-Group, TAM Media Research Pvt. Ltd., India

Yogesh ShendyeADEX Services,...