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Abstract: The effectiveness of traditional advertising is increasingly debated (Lemonnier, 2008; Redondo and Holbrook, 2008). Traditional advertising is increasingly avoided (Bronner and Neijens, 2006; Franz, 2000). Therefore, advertisers try to find new ways to reach their target groups.
Keywords: brand placement, product placement, radio, advertising, effects

Link: http://link.springer.com/chapter/10.1007%2F978-3-8349-6006-1_24#page-1