Comparing brand placements and advertisements on brand recall and recognition

Davit Davtyan, Kristin Stewart, Isabella Cunningham

Research output: Contribution to journalArticlepeer-review

13 Scopus citations

Abstract

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. The current study confirmed that brand placements in television sitcoms elicit lower levels of recall than, but similar levels of recognition to, a 30-second advertisement during a commercial break in the show. The study suggests that the ability of consumers to remember specific brands might be enhanced by a combination of brand placements and television commercials. This can be explained by the beneficial synergy effects of using a mixture of promotional tactics.

Original languageEnglish
Pages (from-to)299-310
Number of pages12
JournalJournal of Advertising Research
Volume56
Issue number3
DOIs
StatePublished - Sep 1 2016

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