TY - JOUR
T1 - Comparing brand placements and advertisements on brand recall and recognition
AU - Davtyan, Davit
AU - Stewart, Kristin
AU - Cunningham, Isabella
N1 - Publisher Copyright:
© 2016, World Advertising Research Center. All rights reserved.
PY - 2016/9/1
Y1 - 2016/9/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85032084980&partnerID=8YFLogxK
U2 - 10.2501/JAR-2016-036
DO - 10.2501/JAR-2016-036
M3 - Article
AN - SCOPUS:85032084980
SN - 0021-8499
VL - 56
SP - 299
EP - 310
JO - Journal of Advertising Research
JF - Journal of Advertising Research
IS - 3
ER -