| Abstract: | A study is presented that compares two forms of within‐program brand appearances: product placements and celebrity plugs. Evidence suggests that plugs may often have a retention advantage over placements. This advantage is hypothesized to arise from differences in the way plugs and placements are often presented. Specifically, differences in presentation contexts may create differences in how memory for plugs and placements is organized. This, in turn, may allow plugs to receive more frequent rehearsal during subsequent viewing of a show in which a brand has appeared. © 2004 Wiley Periodicals, Inc. |
