Brand Placement Prominence: Good for Memory! Bad for Attitudes?

ABSTRACT This article presents two laws about the effects of brand placement on audience reactions. Brand placement is the compensated inclusion of brands or brand identifiers within media programming. The first law states that brand placement prominence has a positive effect on brand memory. This effect has been found for placements in audiovisual media. However, placement prominence has a negative effect on brand attitude under specific circumstances. The second law states that brand placement can affect attitudes and behavior without memory of the placement. This means that brand placement can have implicit effects. Implications of these brand placement laws are discussed.