Van Reijmersdal, E. A. (2007). Audience reactions toward the intertwining of advertising and editorial content. Unpublished doctoral thesis, Amsterdam.

Abstract: This dissertation gives insight into the factors that influence audience reactions toward the intertwining of advertising and editorial content. This phenomenon is also known as brand placement. Based on five studies, this dissertation answers questions such as: “Do audiences like and accept brand placement?,” “Can brand placement affect brand images?” and “Which types of placements are most effective?”.
Keywords: product placement, brand placement, television, magazines, advertorials, customer magazines, dissertation, effects