Memory For Advertisements Research Articles

Exploring the role of memory for self‐selected ad experiences: Are some advertising media better liked than others?

AbstractAdvertising media are associated with different degrees of self‐selected versus intrusive ad experiences. The role of such media differences in attitudes toward advertising was explored in a nationwide survey. The survey provides a national picture of attitudes toward specific ad media ranging from advertising media that deliver highly self‐selected ad experiences (catalogs and business classifieds) to highly intrusive ones (TV). A total of 2,514 adults were surveyed regarding their opinions about ads in (1) TV, (2) radio, (3) catalogs, (4) business classifieds, (5) out‐of‐home, or (6) advertising in general. Media that allow for self‐selected experiences, where perceived interest in an ad is the basis for attention to it, were evaluated much more favorably than more intrusive advertising media. Catalogs and business classifieds elicited the most favorable opinions; TV advertising elicited the least, and these media differences generally cut across demographic lines. Also, although more educated and affluent consumers generally held less favorable views of advertising, preliminary results suggested that this did not hold true for media that allow for self‐selected processing. An additional study suggested that memory for advertisements plays a significant role in the evaluation of a self‐selected ad medium (catalogs). That is, consumers' strongest memories are for those ads to which they paid the most attention, and consequently these engaging ads have a disproportionate influence on opinions toward the ad medium. © 2004 Wiley Periodicals, Inc.

THE EFFECT OF PROGRAMME CONTEXT ON MEMORY FOR HUMOROUS TELEVISION ADVERTISEMENTS IN JAPAN

This study examined the effect of programme context on the memory for humorous television advertisements among a young male Japanese sample (N=136) aged 16 to 17 years. Participants were given free and cued recall tests. The relationship between the involvement and enjoyment properties of the programme and memory for the advertisements was investigated for a set of six humorous and non-humorous advertisements embedded within two programme contexts – a mid-day news and a light entertainment show. The two sets of advertisements were for matching products, and were selected from a sample of 40 advertisements. Findings indicate that free recall for advertisements was affected by programme type with memory for advertisements was better from light entertainment show than from the news. Additionally, memory for humorous advertisements was better than that for non-humorous advertisements. There were no significant interactions showing no advantage for memory for humorous advertisements in non-humorous programmes and vice-versa.

Sending memorable messages to the old: age differences in preferences and memory for advertisements.

Socioemotional selectivity theory holds that people of different ages prioritize different types of goals. As people age and increasingly perceive time as finite, they attach greater importance to goals that are emotionally meaningful. Because the goals that people pursue so centrally influence cognition, the authors hypothesize that persuasive messages, specifically advertisements, would be preferred and better remembered by older adults when they promise to help realize emotionally meaningful goals, whereas younger adults would not show this bias. The authors also predict that modifying time perspective would reduce age differences. Findings provide qualified support for each of these predictions.

Memory for television advertisements as a function of advertisement–programme congruity

AbstractAn experiment tested memory for a beer advertisement (placed either at the beginning or the end of the centre advertisement break) within four programme contexts featuring beer drinking either before and after, before or after the centre break, or not at all. The relationship between subjective audience evaluation of the programme and memory for advertisements was also investigated. The sample consisted of students (N = 79) aged 17 to 26 years. Brand recognition of the beer advertisement was significantly related to programme content, showing memory for the advertisement being enhanced when relevant programme material followed the break. Congruent material shown before the centre break had the reverse effect of impairing memory for the advertisement. Increased levels of programme involvement were found to be associated with improved recall and recognition of embedded advertisements but higher rated ‘happiness’ of the programme was associated with poorer memory for advertisement content. Copyright © 2002 John Wiley & Sons, Ltd.

Memory-Based Measures for Assessing Advertising Effects: A Comparison of Explicit and Implicit Memory Effects

Prior marketing studies investigating memory for advertisements have relied almost exclusively on examining effects contingent on explicit memory retrieval. This process involves a deliberate effort on the part of the consumer to think back to an advertisement in an attempt to recall the ad information. Studies in this area have shown that a lengthy delay between ad exposure and test, as well as divided attention during the ad exposure episode, hinder or even eliminate successful explicit memory retrieval. The premise of this paper is that an alternative retrieval process, implicit memory, may function differently. This form of memory retrieval is automatic in nature and does not rely on consumers deliberately searching their memory for a previously viewed advertisement. Comparisons with explicit memory retrieval suggest that implicit memory is preserved even in conditions of delay and divided attention, whereas explicit memory is affected detrimentally by those conditions. The two different forms of retrieval processes are validated with the use of a process dissociation procedure. Implications and directions for future research are discussed.

Multimedia Effects on Processing and Perception of Online News: A Study of Picture, Audio, and Video Downloads

Do multimedia enhancements affect how much individuals learn from online news websites? Do audio and video downloads generate positive impressions of the website in the minds of users? A five-condition, between-participants controlled experiment (N = 60) was designed to address these questions. Each study participant read three news stories from a news website created for the experiment; he or she was given either a text-only version of the news site; a version with text and pictures; one with text and audio; one with text, pictures, and audio; or one with text, pictures, and video. Following exposure, participants filled out a paper-and-pencil questionnaire assessing their memory and perceptions. Results suggest that pictures and audio are particularly powerful psychological cues. In general, multimedia tends to hinder memory for story content and leads to negative evaluations of the site and its content, but improves memory for advertisements. Theoretical and practical implications of these findings are discussed.

Effects of programme context on memory of humorous television commercials

This study examined the effects of programme context on the memory of humorous television advertisements among a youth sample aged 16 to 18 years. Additionally, the relationship between the enjoyment and involvement properties of the programme and memory for advertisements were investigated. An experimental design was developed to test the memory for a set of six humorous and a set of six non-humorous advertisements within two programme contexts—a news bulletin and a comedy show. Findings indicated that unaided recall for advertisements was affected by programme type with memory for advertising being better from news than from comedy. Further, memory for humorous advertisements was better than that for non-humorous advertisements. Audience involvement with, and enjoyment of, the surrounding programme were found to be associated with poorer memory for advertisement content. Copyright © 1998 John Wiley & Sons, Ltd.

Effects of Interactive Pictures and Ethnicity on Recall of Brand Names

AbstractPrevious research indicates that cued recall of brand names is enhanced by interactive pictures but not by separate pictures or by ethnic content. These questions were examined in two experiments in which the illustrations did not directly represent the brand names, a situation faced by many advertisers. Recall was poorer with separate pictures than with names alone or with interactive pictures, but performance with interactive pictures was not better than with names alone. In addition, recall was poorer with ethnic than with varied content, in all name and picture conditions. Implications are presented for imagery mediation theory and for the use of pictures and ethnic brand names in advertising.RésuméUne recherche antérieure démontre que le rappel provoqué de marques est accru par des images interactives mais non par des illustrations séparées ou par un contenu ethnique. Ces questions ont été examinées dans deux expériences dans lesquelles les illustrations ne représentaient pas directement les marques, une situation à laquelle plusieurs publicistes ont à faire face. Le rappel était plus faible avec les images séparées qu'avec seulement les noms ou les illustrations interactives, mais la performance avec ces dernières n'était pas meilleure qu'avec les noms seuls. En outre, le rappel était plus faible avec un contenu ethnique qu'avec un contenu varié et ce, dans toutes les conditions utilisant l'image ou le nom. Les implications ont été présentées pour soutenir la théorie d'intervention par l'image et pour l'emploi de limage et de marques ethniques dans la publicité.

EFFECTS OF ENTERTAINMENT AND ENJOYMENT OF TELEVISION PROGRAMS ON PERCEPTION AND MEMORY OF ADVERTISEMENTS

This study focuses on the hypothesis that entertainment and enjoyment properties of television programs have effects on recall, recognition, and perception of accompanying advertisements similar to the effects of program involvement reported by Norris and Colman (1993). Ninety-nine subjects each watched one of three television programs accompanied by six unfamiliar advertisements and then responded to questionnaires designed to measure perceptions of the programs and advertisements and memory for the advertisements. Correlations between program ratings and memory for advertisements were consistently negative but nonsignificant, and program ratings showed no consistent relationship with perceptions of the advertisements. The results provide no evidence that program entertainment and enjoyment, in contrast to involvement, influence advertisement effectiveness, which suggests that observed context effects depend on the predictor variables investigated.

Dimensional Relationships of Aided Recall and Recognition

Abstract The advertising literature contains some evidence that memory measures, such as aided recall and recognition, are multidimensional in nature, but little is known about the character of the separate dimensions. This issue is investigated in the present study by including correlates of aided recall and recognition. The results of an ESSCA analysis indicate that there are at least two independent dimensions of memory for advertisements. The first dimension is related to positive affective reactions to the ad, brand and product category, and the second is related to knowledge or ability differences between individuals.

Effects of Scheduling on Retention of Advertising Messages

Abstract The effects of varying the scheduling of message exposures on memory for advertisements was investigated. Four levels of concentration/spacing were used, with 10 advertisement exposures (embedded in 2½ hours of television programming) presented in 1 day, 1 week, 3 weeks, or 5 weeks. The results showed that the 1-week and 3-week advertising schedules gave higher levels of brand recall and recognition. The inferior performance with 1-day and 5-week schedules is explained in terms of a two-factor conceptual model of processes affecting attention to and memory for advertisements. Implications of these findings for marketing and marketing research are discussed.

The effect of magazine page size on immediate memory for advertisements.

The effect of magazine page size on immediate memory for advertisements.