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| Tekijä: | Baker, W.E. Honea, H. Russell, C.A. |
| Otsikko: | Do not wait to reveal the brand name: The effect of brand-name placement on television advertising effectiveness |
| Lehti: | Journal of Advertising
2004 : FALL VOL. 33:3, p. 77-85 |
| Asiasana: | Advertising Television advertising Effectiveness Brands Brand names Consumer behaviour USA |
| Kieli: | eng |
| Tiivistelmä: | Is advertising (hereafter as: adv-g., for 'advertisement' as: ad./ads.) more effective when the advertised brand name (here as: b-n.) is revealed at the onset of an adv-g. message or when it is withheld until the end...? Advertisers apparently presume the latter. The network model of memory and related theories ... imply superiour adv-g. effectiveness when the b-n. is presented at the beginning of an ad. An experiment was conducted to test this proposition. Several award-winning television ads were remastered to reveal the b-n. either at the beginning or at the end of the spot. The results support the prediction that adv-g. is more effective when the b-n. appears at the beginning of the ad. Evidence is consistent with the conclusion that the effect was caused by strengthening the memory association btw. the b-n. and the evaluative implications of adv-g. content, not by any effect of b-n. placement on adv-g. liking, memory for the b-n., or accessibility to ad content. |
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