A protagonist of Good Times, Bad Times who works on an Apple computer, or a handyman in Own Home and Garden who does his shopping at the Praxis. These are examples of product placement in television programs, with which advertisers do not always achieve their goals. Communication scientist Sophie Boerman (University of Amsterdam) conducted research into this. Her research shows that television viewers will think more negatively about the products shown if they are informed in advance that the program is sponsored.

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