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Consumer Memory for Television Advertising: A Field Study of Duration, Serial Position, and Competition Effects

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Author Info

  • Pieters, Rik G M
  • Bijmolt, Tammo H A

Abstract

The authors simultaneously analyze the impact on consumer memory of the duration and serial position of a commercial and of the number of competing commercials in a block using a marketplace database of 2,677 television commercials. Their results indicate that duration, competition, and the time lag until the onset of a commercial in a block have large effect sizes, while primacy and recency have only modest effect sizes. By decomposing serial position into its ordinal and time-lag aspects, this study shows that recency effects are masked by the time until the onset of a commercial in a block. The findings suggest that, given comparable costs and a goal to maximize brand recall, placing a commercial first is better than placing it last. In addition, the analyses identify several significant and previously undocumented interactions. Copyright 1997 by the University of Chicago.

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Bibliographic Info

Article provided by University of Chicago Press in its journal Journal of Consumer Research.

Volume (Year): 23 (1997)
Issue (Month): 4 (March)
Pages: 362-72

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Handle: RePEc:ucp:jconrs:v:23:y:1997:i:4:p:362-72

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Web page: http://www.journals.uchicago.edu/JCR/

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Cited by:
  1. Breugelmans, Els & Campo, Katia, 2008. "Can in-store displays improve category sales and brand market share in online stores? A study on the overall effectiveness and differences between display types in an online FMCG context," Research Memoranda 035, Maastricht : METEOR, Maastricht Research School of Economics of Technology and Organization.
  2. Liu, J., 2008. "Brand and Automaticity," Open Access publications from Tilburg University urn:nbn:nl:ui:12-388096, Tilburg University.
  3. Etienne Bressoud & Jean-Marc Lehu & Cristel Antonia Russell, 2008. "Integrating placement and audience characteristics to assess the recall of product placements in film: findings from a field study," Post-Print halshs-00303731, HAL.
  4. Breugelmans, Els & Campo, Katia, 2008. "Can in-store displays improve category sales and brand market share in online stores? A study on the overall effectiveness and differences between display types in an online FMCG context," Open Access publications from Katholieke Universiteit Leuven urn:hdl:123456789/202226, Katholieke Universiteit Leuven.
  5. Page, Lionel & Page, Katie, 2010. "Last shall be first: A field study of biases in sequential performance evaluation on the Idol series," Journal of Economic Behavior & Organization, Elsevier, vol. 73(2), pages 186-198, February.
  6. Poncin, Ingrid & Pieters, Rik & Ambaye, Michele, 2006. "Cross-advertisement affectivity: The influence of similarity between commercials and processing modes of consumers on advertising processing," Journal of Business Research, Elsevier, vol. 59(6), pages 745-754, June.

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