Answers are grounded in this paper and cite their sources.
This study examines the extent to which product-placement type and exposure time explain the rate at which viewers recognise brand names affiliated with product placements in films. The results support the industry practice of classifying product placements into creative and on-set, since placement type has a significant impact on viewer recognition, even when the measure of viewer recognition is adjusted for the effects of false recognition. The effect of exposure time attained by product placement on viewer recognition is moderated by product-placement type. The theoretical and practical implications of these results are discussed.
No takes yet. Share an insight, caveat, or question.
Brennan et al. (1999) studied this question.
Synapse has enriched 10 related papers. Consider them for comparative context: