RT Journal Article
SR Electronic
T1 Comparing Brand Placements And Advertisements on Brand Recall And Recognition
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 299
OP 310
DO 10.2501/JAR-2016-036
VO 56
IS 3
A1 Davit Davtyan
A1 Kristin Stewart
A1 Isabella Cunningham
YR 2016
UL http://www.journalofadvertisingresearch.com/content/56/3/299.abstract
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.