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| Author: | Jeong, Y. Kim, Y. Zhao, X. |
| Title: | Competing for consumer memory in television advertising: an empirical examination of the impacts of non-editorial clutter on brand memory in mega-event broadcasts |
| Journal: | International Journal of Advertising
2011 : VOL. 30:4, p. 617-640 |
| Index terms: | television advertising brands marketing research consumer research research |
| Language: | eng |
| Abstract: | The study aims to examine the affect of non-editorial clutter in mega-event broadcasting on brand recall and recognition. Three different types of television clutter (other ads, on-air promos and TV billboards) are investigated by the study and the material used is longitudinal data collected during four years of Super Bowl broadcasts. The results show that increase in number and length of other ads reduce brand recall and recognition. The article offers theoretical and marketing implications. |
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