More than meets the eye - investigating the hidden impact of brand placements in television magazines

A growing research literature suggests that visual brand placements need not be recalled in order to have an impact on brand attitudes.

More than meets the eye – investigating the hidden impact of brand placements in television magazines

Jörg Matthes, Christian Schemer and Werner WirthUniversity of Zurich

INTRODUCTION

In today's oversaturated media landscape, product placements are seen as promising tools for the advertising of brands because they are less likely to be recognised as persuasive attempts than more obtrusive forms of advertising. However, throughout almost the entire research literature it is assumed that product placements must be recognised or recalled in order to influence brand evaluations. Therefore, in studying the effects of product placements, scholars have focused...

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