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Author
S.C. Boerman
E.A. van Reijmersdal
P.C. Neijens
Year
2015
Title
Using eye tracking to understand the effects of brand placement disclosure types in television programs
Journal
Journal of Advertising
Volume | Issue number
44 | 3
Pages (from-to)
196-207
Document type
Article
Faculty
Faculty of Social and Behavioural Sciences (FMG)
Institute
Amsterdam School of Communication Research (ASCoR)
Abstract
This eye tracking experiment (N = 149) investigates the influence of different ways of disclosing brand placement on viewers’ visual attention, the use of persuasion knowledge, and brand responses. The results showed that (1) a combination of text ("This program contains product placement") and a product placement (PP) logo was most effective in enhancing the recognition of advertising and that a logo alone was least effective; (2) this effect was mediated by viewers’ visual attention to the disclosure and brand placement; and (3) the recognition of advertising consequently increased brand memory and led to more negative brand attitudes.
URL
go to publisher's site
Language
English
Permalink
http://hdl.handle.net/11245/1.430289

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