This research examines the relationship between advertising expenditures and perceptions of popular brands by children and mothers in the United States. Findings how that magazine advertising has a positive and significant relationship with brand affinity scores to children and mothers while other advertising, such as electronic advertising and other print advertising, have negative or insignificant relationships with brand affinity scores. In addition, the correlation between exposure times through product/brand placement and brand affinity scores reveals a similar pattern. Product placement does not cause positive and significant relationships with brand affinity scores for either children or mothers.

• Kyungok K. Kim(University of Texas at Austin)
• Jerome D. Williams(Rutgers Business School-Newark & New Brunswick)
• Sangdo Oh(Ulsan National Institute of Science and Technology (UNIST))
• Gary B. Wilcox(University of Texas at Austin)