Title: Can the Likeability of the Programme influence the Effectiveness of Product Placements and TV Commercials?
Authors: Roozen, Irene # ×
Issue Date: Jul-2008
Series Title: Romanian Marketing Review vol:July-September issue:3 pages:57-77
Abstract: The objective of this research is to analyses the influences of the appreciation of the programme on the effectiveness of product placements and TV-commercials. Four different experimental groups were exposed to different TV- soap series and commercials. The product placements of the same brand were used in both TV-soap series. The research results indicate that a more appreciated programme can significantly enhances the effectiveness of product placements. The effectiveness of TV commercials is for all cases significantly higher than for the placements. No significant differences are found for attitude towards the brand after watching the different programmes.
ISSN: 1842-2454
VABB publication type: VABB-1
Publication status: published
KU Leuven publication type: AT
Appears in Collections:Research Centre for Marketing and Consumer Science, Leuven
Research Centre for Work and Organisation Studies (WOS Bxl), Campus Brussels
Faculty of Economics and Business (FEB) - miscellaneous
× corresponding author
# (joint) last author

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