Click on the PDF link for the complete article.
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 mention—enhances brand recall. By contrast, the evidence is mixed for verbal frequency, and there is not support for the brand simply being present for a long time. A review of current practice across a variety of media finds considerable scope for improvement in brand execution.
- © Copyright 2009 The ARF. All rights reserved.
ARF MEMBERS
If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In
Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00
Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.
Log in using your username and password
Vol 49 Issue 2
