RT Journal Article
SR Electronic
T1 A New Branch of Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 429
OP 449
DO 10.2501/S0021849909091065
VO 49
IS 4
A1 Eva van Reijmersdal
A1 Peter Neijens
A1 Edith G. Smit
YR 2009
UL http://www.journalofadvertisingresearch.com/content/49/4/429.abstract
AB This literature review presents a quantitative synthesis of 57 studies on product placement and shows which factors are most effective. It shows that placement characteristics, such as placement commerciality, modality, and prominence, have a strong impact on audience reactions. Audience characteristics, such as attitudes and beliefs about brand placement, advertising, and media, also shape audience reactions to brand placement. Advertising and psychological theories provide valuable explanations for the majority of the effects. However, the authors call for development of theories on capacity constraints and implicit processing as these can explain effects that are specific to brand placement.