Evaluating soft brand advertising on television including product placement and in-program brand exposures
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.
Research Papers
Gargling with Pepsi
Catalogue: ESOMAR/ARF WAM Conference 2004: Television
Authors: Atul Phadnis, Julie Petersen
 
June 18, 2004
Magazines
Research World (July/August 2004)
Catalogue: Research World 2004
Author: ESOMAR B.V.
 
August 1, 2004
Research Papers
PENTA-GRATION!
Catalogue: ESOMAR/ARF WAM Conference 2005: Radio
Author: Atul Phadnis
Company: TAM Media Research
June 21, 2005
