A new branch of advertising: reviewing factors that influence reactions to product placement

This iiterature 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.