Mixing advertising and editorial content in radio programmes: appreciation and recall of brand placements versus commercials

摘要: Although the literature on brand placement is rapidly evolving, no studies thus far have focused radio or effects of combination and commercials. Therefore, present experiment (N = 153) liking, credibility recall. In addition, a commercial were studied. As predicted based source intentional exposure theory, results showed that more liked perceived as credible than commercials, to has stronger effect A evokes higher recall alone. However, there synergy for commercial. Underlying mechanisms tested, showing importance format in effects.