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...

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