Project detail Title: The effectiveness of brand placement: extensions of the Tripartite Typology and the Balance Model and the impact of disclosure. Duration: 01/10/2009 - 15/12/2010 Researcher(s): Principal investigator:  De Pelsmacker Patrick Research Team(s): Marketing Abstract: The effectiveness of the traditional 30 second television commercial is declining. Consequently, advertisers are looking at alternatives such as brand placement, to break through the clutter and to deliver their commercial messages more persuasively. Brand placement is a hybrid form of advertising where the commercial message is integrated in a media context. This research will investigate in what way certain factors (programme-evoked responses, frequency of exposure to brand placement, prior brand familiarity, brand placement disclosure) influence brand placement effectiveness and acceptability.-