TY - JOUR T1 - Comparing Brand Placements And Advertisements on Brand Recall And Recognition JF - Journal of Advertising Research JO - J Advert Res SP - 299 LP - 310 DO - 10.2501/JAR-2016-036 VL - 56 IS - 3 AU - Davit Davtyan AU - Kristin Stewart AU - Isabella Cunningham Y1 - 2016/09/01 UR - http://www.journalofadvertisingresearch.com/content/56/3/299.abstract 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. ER -