More than meets the eye - investigating the hidden impact of brand placements in television magazines
Jörg Matthes, Christian Schemer and Werner Wirth
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...
