Sponsorship disclosure in television programmes – such as displaying the words ‘this programme contains product placement’ – is by no means always effective. But if it is noticed by viewers, the side effects include both increased brand recall and a less favourable brand attitude. This is one of the conclusions drawn by communication scientist Sophie Boerman in her doctoral research into the effects of sponsorship disclosure. Boerman will receive her doctorate from the University of Amsterdam (UvA) on Thursday, 24 April 2014.
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