Consumer Memory for Television Advertising: A Field Study of Duration, Serial Position, and Competition Effects.
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.
Year of publication: |
1997
|
---|---|
Authors: | Pieters, Rik G M ; Bijmolt, Tammo H A |
Published in: |
Journal of Consumer Research. - University of Chicago Press. - Vol. 23.1997, 4, p. 362-72
|
Publisher: |
University of Chicago Press |
Saved in:
Saved in favorites
Similar items by person
-
Incorporating Context Effects into a Choice Model
Rooderkerk, Robert P, (2011)
-
Transaction Costs and Standardisation in Professional Services to Small Business.
Nooteboom, Bart, (1992)
- More ...