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Putting products in the program

Date of publication: June 21, 2005

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Company: MindShare

Authors: Paul Street, Mark Husak, Robert Dilworth, Julian Lai

Abstract:

The paper describes a cooperative study between media agencies and a conventional broadcaster to assess and quantify the impact on adding product placement to a program and a product's integration into the program narrative. The study measured unaided and aided awareness, product purchase intent, brand personality and program enjoyment.

Paul Street

Author

This is a long description of some author details.

Mark Husak

Author

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Robert Dilworth

Author

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Julian Lai

Author

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Citation

Street, Husak, Dilworth and Lai (2005a, June 21). Putting products in the program. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/putting-products-in-the-program