Competing for consumer memory in television advertising An empirical examination of the impacts of non-editorial clutter on brand memory in mega-event broadcasts
- Authors
- Jeong, Yongick; Kim, Yeuseung; Zhao, Xinshu
- Issue Date
- 2011
- Publisher
- WORLD ADVERTISING RESEARCH CENTER
- Citation
- INTERNATIONAL JOURNAL OF ADVERTISING, v.30, no.4, pp 617 - 640
- Pages
- 24
- Journal Title
- INTERNATIONAL JOURNAL OF ADVERTISING
- Volume
- 30
- Number
- 4
- Start Page
- 617
- End Page
- 640
- URI
- https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/26782
- DOI
- 10.2501/IJA-30-4-617-640
- ISSN
- 0265-0487
- Abstract
- The purpose of this study is to examine how brand recall and recognition are affected by non-editorial clutter in mega-event broadcasting. Using longitudinal data collected during four years of Super Bowl broadcasts, this study investigates the effects of three different types of television clutter (other ads, on-air promos and TV billboards) and their composite effects on brand memory. The results show that increases in numbers and lengths of other ads and on-air promos negatively affect brand recall and recognition. However, such effect was not found with TV billboards. Theoretical and marketing implications are discussed.
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Collections - College of Business & Economics > Department of Advertising and Public Relations > 1. Journal Articles
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