Van Reijmersdal, E. A. (2011). Mixing advertising and editorial content in radio programs: Appreciation and recall of brand placements versus commercials. International Journal of Advertising, 30(3), 425-446.

Abstract: In an experiment, the effects of brand placement in radio programs were compared to commercials and a combination of brand placement and commercials. The results show that brand placement outperform commercials with respect to effects on brand awareness and brand memory. This effect is mediated by the brand placement’s perceived credibility. There were no synergy effects for the combination of brand placement and commercials.
Keywords: brand placement, product placement, radio, advertising, effects

Link: http://www.internationaljournalofadvertising.com/ArticleViewer.aspx?ID=94993