Examining Effects of Advertising Campaign Publicity in a Field Study - This article investigates the effects of publicity messages related to commercials aired during three Super Bowl games on advertised brand memory. Publicity had a positive impact on both advertised brand recall and recognition, but publicity effects were more evident in recall.
Year of publication: |
2006
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Authors: | Jin, Hyun Seung ; Zhao, Xinshu ; An, Soontae |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 46.2006, 2, p. 171-182
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