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| Author: | Kent, R. Allen, C. |
| Title: | Does competitive clutter in television advertising "interfere: with the recall and recognition of brand names and ad claims? |
| Journal: | Marketing Letters
1993 : APR, VOL. 4:2, p. 175-184 |
| Index terms: | TELEVISION ADVERTISING BRAND NAMES MARKETING |
| Language: | eng |
| Abstract: | The paper contrasts the effects of competitive clutter on the recall and recognition of information from ads for familiar brands. An experiment was conducted utilizing ads for the type of relatively familiar brands typically advertised on network television; the dependent variables were recall and recognition of brand names and ad claims. Results showed that brand name recall scores were substantially reduced by the clutter. However, exposure to competitors' ads had little effect on ad claim recall. |
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