Comparing Brand Placements and Advertisements on Brand Recall and Recognition

Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials.

Comparing Brand Placements and Advertisements on Brand Recall and Recognition

Davit Davtyan

University of Texas at Austin

Kristin Stewart

California State University San Marcos

Isabella Cunningham

University of Texas at Austin

MANAGEMENT SLANT

  • In this study, a brand placement was equally as effective as a 30-second commercial in eliciting brand recognition.
DOI: 10.2501/JAR-2016-036

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