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Research papers

How effective is product placement at improving brand image and preference?

This paper introduces a new model that isolates the impact of product placement/integration on consumption and brand imagery. The model was developed with one of the largest advertisers in the United States and this paper is based on a case study for...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio
Author: Darren Marshall
June 21, 2005
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Citation

Marshall, D. (2005a, June 21). How effective is product placement at improving brand image and preference?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/how-effective-is-product-placement-at-improving-brand-image-and-preference-