How media factors affect audience responses to brand placement
Eva van Reijmersdal, Edith Smit and Peter Neijens
Amsterdam School of Communication Research ASCoR
Brand placement first appeared in Lumière films in the 1890s (Newell et al. 2006). More than a century later, brand placement appears in every medium (Van Reijmersdal et al.2007). Brand placement is defined as ‘the purposeful incorporation of brands into editorial content’ (Russell & Belch 2005; Schneider & Cornwell 2005). Recently, a number of studies have been published on brand placement, ranging from content analyses (e.g. Ferraro & Avery...