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Research papers

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

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...

Catalogue: Asia Pacific 2004
Authors: Akash Chawla, Yogesh Shendye, Atul Phadnis
Company: TAM Media Research
March 28, 2004
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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 April 29, 2024, from


https://ana.esomar.org/documents/evaluating-soft-brand-advertising-on-television-including-product-placement-and-in-program-brand-exposures