Brand placement prominence: good for memory! Bad for attitudes?

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Effects of online advertising format and persuasion knowledge on audience reactions (2012, background): “These advertising formats often contain hidden persuasion attempts and are not immediately recognized as advertising by the consumer (Van Reijmersdal 2009).”
How sponsorship transparency mitigates negative effects of advertising recognition (2018, background): “…compared to more subtle or covert advertising formats (Cameron and Curtin 1995; Dahlen and Edenius 2007; Kim, Pasadeos, and Barban 2001; Lee and Faber 2007; Lord and Putrevu 1998; Nelson 2002; Schneider and Cornwell 2005; van Reijmersdal 2009) because they elicit better advertising recognition.”
Introducing the PCMC Model: An Investigative Framework for Young People's Processing of Commercialized Media Content (2010, unknown): “For narrative integration an opposite pattern will occur, because a brand that plays an important part in the storyline is more prominent and is therefore more likely to activate awareness of the persuasive intent of the placement (Van Reijmersdal, 2009).”
How media factors affect audience responses to brand placement (2010, result): “These findings are in line with previous studies showing that prominence of the placement leads to increased recognition, but to negative effects on brand attitude (Brennan et al. 1999; Russell 2002; van Reijmersdal 2009).”