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| Tekijä: | Jin, H.S. Zhao, X. Soontae, A. |
| Otsikko: | Examining effects of advertising campaign publicity in a field study |
| Lehti: | Journal of Advertising Research
2006 : JUN, VOL. 46:2, p. 171-182 |
| Asiasana: | marketing strategy advertising campaigns brands consumer behaviour sports industry USA |
| Kieli: | eng |
| Tiivistelmä: | It was found by previous experimental research that the pre-exposure of publicity (hereafter as: pbl.) about advertisements (as: ads.) has two distinct but related effects (here as: eff. / effs.) in advertised brand recall: 1. a facilitative eff. on publicized brands and 2. inhibitive eff. on non-publicized brands. It is speculated that pbl. effs. exist beyond the controlled experiments. This study used a field study to investigate the effs. of pbl. messages related to the commercials aired during three Super Bowl games. It is found that pbl. had a positive impact on the memory of subsequent ads. for both recall and recognition, but pbl. effs. were more evident in recall than in recognition. |
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