Contextual advertising versus branded entertainment
The new ‘Contextual’ model of advertising places ads following key scenes in program content where product categories are primed. This study explores the impact of this new model and compares this with more traditional product placements and brand integrations. Includes biometric measures.
|Murdoch Affiliation:||Audience Research Labs|
|Series Name:||Beyond: 30 Study #41|
|Publisher:||Murdoch University. Audience Research Labs|
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