The Efficacy of Brand-Execution Tactics in TV Advertising, Brand Placements, and Internet Advertising

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.