Brand placement effectiveness: Towards an integrative framework. University of Antwerp
Marketers are increasingly using brand placement (a.k.a. product placement), the (paid) inclusion of branded products or brand identifiers through audio and/or visual means within mass media content (television shows, movies, books, songs, etc.) to deliver their commercial messages more persuasively than through traditional advertising. This research proposal extends two basic brand placement frameworks with seminal advertising effectiveness ...