Brand Placement on TV: The Positive Impact of Fast-forwarding

Idea posted: March 2014

Institutions: University of North Carolina at Charlotte Belk College of Business    The Wharton School of the University of Pennsylvania    Duke University Fuqua School of Business   

Authors:

In the real world, brands are rarely seen alone.  Whether on television, radio, or in print, brands are usually surrounded by other brands — numerous advertisements fill the pages of…

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