How to mix brand placements in television programmes to maximise effectiveness

This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme.
Dens et al.

How to mix brand placements in television programmes to maximise effectiveness

Nathalie Dens

Antwerp Management School, University of Antwerp

Patrick De Pelsmacker

Ghent University / University of Antwerp

Peter Goos

University of Leuven / University of Antwerp

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