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| Author: | Pillai, S. |
| Title: | Impact of clutter on advertising viewership and recall: an Indian experiment |
| Journal: | Journal of the Market Research Society
1990 : APR, VOL. 32:2, p. 187-196 |
| Index terms: | TELEVISION ADVERTISING INDIA ADVERTISING EFFECTIVENESS DEMOGRAPHY |
| Language: | eng |
| Abstract: | TV media planning in India has a dichotomous choice between two types of vehicle: an extremely high viewership programme that has a string of 30-40 ads and a moderate viewership programme having only moderate clutter level. The impact of clutter and advertising viewership as well as recall was measured by near-coincidental interviews and a series of controlled forced exposure tests. The viewership for the advertising capsule tended to be substantially lower, irrespective of clutter level; interesting variations were found demographic segments; greater than proportionate share of women proved to be involved. The impact on advertising noticeability and recall is much greater than the effect of the erosion of advertising viewership. |
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