Improving the brand image through advertisements embedded in TV programs A study on a sample of the audience of the "OUM Walid recipes program on Samira TV channel

Abstract

A good image is a fundamental goal that a brand seeks to achieve and maintain, and many practices are adopted for this purpose, including implicit advertising as a new trend, therefore this study tried to reveal the extent to which embedded advertising in television programs contributes to improving the image of brands appearing in programs. Monitoring the most important methods and techniques used by brands in embedded advertising to improve their mental image. We relied on the sample survey method, and we chose oumWalid recipes program purposefully, and the audience sample was incidental, numbering 166 individuals and an electronic questionnaire was distributed to them. The study found that: implicit advertising has contributed to improving the image of advertised brands in terms of identifying themselves and their products, and giving an idea of their quality. She also made good impressions in terms of employee referrals. As well as stimulating views for experimenting and buying from the presented brands.