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

Date of publication: March 28, 2004

Catalogue: Asia Pacific 2004

Company: TAM Media Research

Authors: Akash Chawla, Yogesh Shendye, Atul Phadnis

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.

Akash Chawla

Author

This is a long description of some author details.

Yogesh Shendye

Author

This is a long description of some author details.

Atul Phadnis

Author

This is a long description of some author details.

Research Papers

Gargling with Pepsi

Catalogue: ESOMAR/ARF WAM Conference 2004: Television

Authors: Atul Phadnis, Julie Petersen

 

June 18, 2004

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Citation

Phadnis and Petersen (2004a, June 18). Gargling with Pepsi. ANA - ESOMAR. Retrieved September 25, 2023, from


https://ana.esomar.org/documents/gargling-with-pepsi


Magazines

Research World (July/August 2004)

Catalogue: Research World 2004

Author: ESOMAR B.V.

 

August 1, 2004

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Citation

B.V., E. (2004a, August 01). Research World (July/August 2004). ANA - ESOMAR. Retrieved September 25, 2023, from


https://ana.esomar.org/documents/research-world-july-august-2004-


Research Papers

PENTA-GRATION!

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Author: Atul Phadnis

Company: TAM Media Research

June 21, 2005

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Citation

Phadnis, A. (2005a, June 21). PENTA-GRATION!. ANA - ESOMAR. Retrieved September 25, 2023, from


https://ana.esomar.org/documents/penta-gration-


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Citation

Chawla, Shendye and Phadnis (2004a, March 28). Evaluating soft brand advertising on television including product placement and in-program brand exposures. ANA - ESOMAR. Retrieved September 25, 2023, from


https://ana.esomar.org/documents/penta-gration-