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The Efficacy of Brand-Execution Tactics in TV Advertising, Brand Placements, and Internet Advertising

Jenni Romaniuk
DOI: 10.2501/S0021849909090187 Published 1 June 2009
Jenni Romaniuk
Ehrenberg-Bass Institute for Marketing Science, University of South Australia,
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ABSTRACT

This article examines brand-execution tactics in television, internet video advertising, and in brand placement within TV programs. Multiple studies provide evidence that showing the brand early and often—and having at least one verbal mention—enhances brand recall. By contrast, the evidence is mixed for verbal frequency, and there is not support for the brand simply being present for a long time. A review of current practice across a variety of media finds considerable scope for improvement in brand execution.

  • © Copyright 2009 The ARF. All rights reserved.

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Vol 49 Issue 2

Journal of Advertising Research: 49 (2)
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The Efficacy of Brand-Execution Tactics in TV Advertising, Brand Placements, and Internet Advertising
Jenni Romaniuk
Journal of Advertising Research Jun 2009, 49 (2) 143-150; DOI: 10.2501/S0021849909090187

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The Efficacy of Brand-Execution Tactics in TV Advertising, Brand Placements, and Internet Advertising
Jenni Romaniuk
Journal of Advertising Research Jun 2009, 49 (2) 143-150; DOI: 10.2501/S0021849909090187
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