Effects of Brand Placement Repetition on Cognitive Outcomes

摘要

High level of media segmentation,growing ad clutter,adoption of ad skipping devices and rising costs negatively affect the efficiency of traditional advertising methods.As such,contemporary marketers are in search of more cost-effective channels for their promotions.Inclusion of brands in the content of mass media programming,a practice known as a brand placement,is becoming a popular promotional format.Despite the growing popularity of brand placements,the question of optimal number of exposures needed to achieve peak results remains an understudied area.This study investigates the effects of brand placement repetition on cognitive outcomes and explores the effective frequency needed to achieve optimal results.