Recognition has not received extensive acceptance by practitioners as a response variable for learning of television commercials. The authors review some of the distinctions between recall and recognition, and some of the problems associated with each. In a laboratory experiment they developed...

The split 30-second commercial format has become a regular feature of today's television advertising. Yet, little is known about the effectiveness of commercials presented in the two halves of a split: 30. The authors report findings from a laboratory experiment in which the similarity of...

Though advertising repetition is a frequently used marketing strategy, its effects are not well understood. The authors report findings from a laboratory experiment in which they investigated the effects of repeating a television commercial as a function of varying the message spacing or lag...