The implicit influence of bimodal brand placement on children

  title={The implicit influence of bimodal brand placement on children},
  author={Haiming Hang},
  journal={International Journal of Advertising},
  pages={465 - 484}
  • Haiming Hang
  • Published 2012
  • Computer Science
  • International Journal of Advertising
This research compares two competing views – the integration view and the interference view – to see whether presenting a brand placement in multiple modalities can enhance its effectiveness. Our results first show that majority of the children can not recall a brand placement embedded in a video game. Our results further demonstrate that presenting a brand placement in a single modality makes children more likely to choose the target brand at test than presenting it in multiple modalities… Expand
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