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...