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 Davtyan, Davit A1 Stewart, Kristin A1 Cunningham, Isabella 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.