Evaluating soft brand advertising on television including product placement and in-program brand exposures

Date of publication: March 28, 2004

Catalogue: Asia Pacific 2004

Abstract:

This paper reviews the paradigm shift in TV advertising from scheduled commercial breaks to the phenomenom of soft advertising. Product placement will become more prominent in the near future. Brands will come out of the ad breaks and invade the programming space, bringing haunting questions concerning the effectiveness of such advertising. As a breakthrough in media monitoring research, TAM ADEX has been able to fuse the soft TV advertising (or product placement) data with peoplemeter viewership data to find out how many individuals were exposed to the logo and packshot exposures.

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