Brand Placement in Music Videos: Effectiveness in UK, Spain and Italy

Brand placement is used as an alternative advertising strategy. This case study aimed at investigating its efficacy in music videos the UK, Spain and Italy through surveys. The first research question determining degree of association between nationality brand familiarity. Results have reported a directional for half brands advertised. second correlation familiarity recall. demonstrated that greater brand, more likely it to be recalled after watching video. third whether participants were aware they had not previously heard videos. showed similar responses either agreeing or disagreeing with statement results obtained Italian British samples. It could concluded especially effective certain cultures situations.