Skip to main content

Main menu

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Videos
    • JAR Webinars
    • ARF Insights Studio
  • Submit
    • Submit a manuscript
  • Calls For Papers
    • Insights for Advertisers on Immersive Technologies
    • Past Calls
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • ARF members
    • Subscribe to JAR
    • Pay per view
    • JAR in the News
    • My Folders
    • Feedback
    • Contact
  • Other Publications
    • jadvertres

User menu

  • Subscribe
  • Contact Us

Search

  • Advanced search
  • Other Publications
    • jadvertres

Log in

  • Facebook
  • Twitter
  • Linkedin
the Journal of Advertising Research

Advanced Search

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Videos
    • JAR Webinars
    • ARF Insights Studio
  • Submit
    • Submit a manuscript
  • Calls For Papers
    • Insights for Advertisers on Immersive Technologies
    • Past Calls
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • ARF members
    • Subscribe to JAR
    • Pay per view
    • JAR in the News
    • My Folders
    • Feedback
    • Contact

Comparing Brand Placements And Advertisements on Brand Recall And Recognition

Davit Davtyan, Kristin Stewart, Isabella Cunningham
DOI: 10.2501/JAR-2016-036 Published 1 September 2016
Davit Davtyan
University of Texas at Austin,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: ddavtyan@utexas.edu
Kristin Stewart
California State University, San Marcos,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: kstewart@csusm.edu
Isabella Cunningham
University of Texas at Austin,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: isabella.cunningham@austin.utexas.edu
  • Article
  • Figures & Data
  • Info
  • PDF
Loading

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.

  • © Copyright 2016 The ARF. All rights reserved.
View Full Text

ARF MEMBERS

If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In

Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00

Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.

Log in using your username and password

Forgot your user name or password?
Forgot your user name or password?
PreviousNext
Back to top

Vol 56 Issue 3

Journal of Advertising Research: 56 (3)
  • Table of Contents
  • Table of Contents (PDF)
  • Cover (PDF)
  • About the Cover
  • Index by author
  • Ed Board (PDF)
Email

Thank you for your interest in spreading the word about the Journal of Advertising Research.

NOTE: We only request your email address so that the person you are recommending the page to knows that you wanted them to see it, and that it is not junk mail. We do not capture any email address.

Enter multiple addresses on separate lines or separate them with commas.
Comparing Brand Placements And Advertisements on Brand Recall And Recognition
(Your Name) has forwarded a page to you from the Journal of Advertising Research
(Your Name) thought you would like to see this page from the Journal of Advertising Research web site.
CAPTCHA
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.
Print
Alerts
Sign In to Email Alerts with your Email Address
Citation Tools
Comparing Brand Placements And Advertisements on Brand Recall And Recognition
Davit Davtyan, Kristin Stewart, Isabella Cunningham
Journal of Advertising Research Sep 2016, 56 (3) 299-310; DOI: 10.2501/JAR-2016-036

Citation Manager Formats

  • BibTeX
  • Bookends
  • EasyBib
  • EndNote (tagged)
  • EndNote 8 (xml)
  • Medlars
  • Mendeley
  • Papers
  • RefWorks Tagged
  • Ref Manager
  • RIS
  • Zotero
Download PDF
Request Permissions
Share
Comparing Brand Placements And Advertisements on Brand Recall And Recognition
Davit Davtyan, Kristin Stewart, Isabella Cunningham
Journal of Advertising Research Sep 2016, 56 (3) 299-310; DOI: 10.2501/JAR-2016-036
Reddit logo Twitter logo Facebook logo Mendeley logo
Save to my folders

Jump to

  • Article
    • ABSTRACT
    • MANAGEMENT SLANT
    • LITERATURE REVIEW
    • HYPOTHESES DEVELOPMENT
    • METHODOLOGY
    • RESULTS
    • DISCUSSION
    • CONCLUSION
    • ABOUT THE AUTHORS
    • ACKNOWLEDGMENT
    • REFERENCES
  • Figures & Data
  • Info
  • PDF

Topics

  • Television
  • Tweet Widget
  • Facebook Like
  • Google Plus One

More in this TOC Section

  • Spot Length and Unaided Recall in Television
  • Limited-Interruption Advertising In Digital-Video Content
  • Can Brand Users Really Remember Advertising More Than Nonusers?
Show more How Recall Works in Advertising

© 2023 the Journal of Advertising Research

The ARF is the premier advertising industry association for creating, aggregating, synthesising and sharing the knowledge required by decision makers to lead and succeed.

www.thearf.org

JAR is published four times a year for the Advertising Research Foundation by WARC. Both subscribers and ARF members can access recent issues of JAR via this site.

A larger JAR archive is accessible at WARC, alongside case studies, best practice guides, marketing intelligence, consumer insight, industry trends and latest news from around the world.

Take a trial of WARC.com

Navigate

  • Home
  • Current Issue
  • Archive
  • Digital First
  • JAR Best Paper
  • Topics
  • Submit a manuscript
  • Calls for Papers
  • About JAR
  • Subscribe to JAR
  • Pay per view
  • ARF members
  • Meet the Editors
  • ARF and Editorial Review
  • JAR in the News
  • My Folders

Contact us

  • Contact
  • Feedback
  • ARF members

General

  • About the ARF
  • About WARC
  • Rights & Permissions
  • Advertise in JAR
  • Terms of Use