The efficacy of brand-execution tactics in TV advertising, brand placements, and Internet advertising
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(Published version)
Date
2009
Authors
Romaniuk, J.T.
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Journal article
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Journal of Advertising Research, 2009; 49(2):143-150
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Abstract
This article examines brand-execution tactics in television, internet video advertising, and in brand placement within TV programs. Multiple studies provide evidence that showing the brand early and often—and having at least one verbal mentionenhances brand recall. By contrast, the evidence is mixed for verbal frequency, and there is not support for the brand simply being present for a iong time. A review of current practice across a variety of media finds considerable scope for improvement in brand execution.
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Copyright 2009 The ARF
Access Condition Notes: Pre-print version of this article is available open access