search query: @author Gonten, M. F. von / total: 2
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| Author: | Walker, D. Gonten, M. F. von |
| Title: | Explaining related recall outcomes: new answers from a better model. |
| Journal: | Journal of Advertising Research
1989 : JUN/JUL, VOL. 29:3, p. 11-21 |
| Index terms: | TELEVISION ADVERTISING CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | Related recall may be called an indicator of effective reach. It's highly important to know how and why commercials produce the recall scores that they do. By developing a better understanding of the recall itself, new insights are gained about the commercial elements that influence recall. The analysis has shown that brand name registration can be influenced by the way the name is used in the commercial. Several executional characteristics have been identified that can have a major influence on the commercial's ability to attract attention and be remembered. |
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