- Brand placement prominence: good for memory! Bad for attitudes?
- Journal of Advertising Research
- Volume | Issue number
- 49 | 2
- Pages (from-to)
- Document type
- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
This paper presents two laws about the effects of brand placement on audience reactions.
This article presents two laws about the effects of brand placement on audience
reactions. Brand placement is the compensated inclusion of brands or brand
identifiers within media programming. The first law states that brand placement
prominence has a positive effect on brand memory. This effect has been found for
placements in audiovisual media. However, placement prominence has a negative
effect on brand attitude under specific circumstances. The second law states that
brand placement can affect attitudes and behavior without memory of the placement.
This means that brand placement can have implicit effects. Implications of these
brand placement laws are discussed.
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