Did you hear it on the radio? : the effectiveness of brand name placement in song lyrics

While past research investigated the effectiveness of product placement in movies, television programs and music videos, research on the effectiveness of brand name placement in songs lyrics is very limited. In this paper, we present results of a between-subjects experiment in which we manipulated the occurrence of a brand name in song lyrics (mentioned 0 – 2 – 5 times) using different versions of a song especially developed for the purposes of this study. Results indicate that brand name placement has a positive impact on brand recognition after two repetitions, whereas brand attitude only significantly increases after five repetitions