Project detail Title: The effect of brand placement disclosure on the responses to brand placement by adults and children Duration: 01/01/2010 - 31/12/2011 Researcher(s): Principal investigator:  De Pelsmacker Patrick Research Team(s): Marketing Abstract: The impact of disclosure mechanismsof brand placement in media content on the level of persuasion knowledge, both with adults and children, is studied. The proposal contributes to the theoretical insights into how brand placement works, to the definition of ethical advertising, and to the public policy question which specific regulation the government has to impose with respect to this commercial technique.-