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What are the Effects of a Combination of Advertising and Brand Placement?

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Advances in Advertising Research (Vol. 1)

Abstract

The effectiveness of traditional advertising is increasingly debated (Lemonnier, 2008; Redondo and Holbrook, 2008). Traditional advertising is increasingly avoided (Bronner and Neijens, 2006; Franz, 2000). Therefore, advertisers try to find new ways to reach their target groups.

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Authors and Affiliations

  1. University of Amsterdam, Amsterdam, The Netherlands

    Eva van Reijmersdal

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  1. Eva van Reijmersdal
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Ralf Terlutter Sandra Diehl Shintaro Okazaki

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van Reijmersdal, E. (2010). What are the Effects of a Combination of Advertising and Brand Placement?. In: Terlutter, R., Diehl, S., Okazaki, S. (eds) Advances in Advertising Research (Vol. 1). Gabler. https://doi.org/10.1007/978-3-8349-6006-1_24

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