Comparing Brand Placements and Advertisements On Brand Recall and Recognition
研究发现电视情景喜剧中的品牌植入比30秒广告引发的品牌回忆水平低，但识别水平相似；两者结合使用能提升品牌记忆，产生协同效应。
Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials. The current study confirmed that brand placements in television sitcoms elicit lower levels of recall than, but similar levels of recognition to, a 30-second advertisement during a commercial break in the show. the study suggests that the ability of consumers to remember specific brands might be enhanced by a combination of brand placements and television commercials. This can be explained by the beneficial synergy effects of using a mixture of promotional tactics.