A New Branch of Advertising

  title={A New Branch of Advertising},
  author={Eva A van Reijmersdal and P. Neijens and E. Smit},
  journal={Journal of Advertising Research},
  pages={429 - 449}
ABSTRACT This literature 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… Expand

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