Enhancing memorability : Do remaining duration prompts affect advertising recall?

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

5 Scopus Citations
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Detail(s)

Original languageEnglish
Pages (from-to)861-876
Journal / PublicationInternational Journal of Advertising
Volume31
Issue number4
Publication statusPublished - 2012

Abstract

With some TV channels providing a prompt to indicate the remaining time left for commercials, a new issue arises, i.e. what is the utility of the prompt for the viewer's exposure and recall experiences to TV commercials. Results indicate that the effect of the prompt on commercial exposure depends on the length of the break, the number of ads in the break, and the prompt type. Either prompting the remaining ad time or the number of ads can enhance viewer memory when the viewer's commercial exposure is unchanged compared to when no prompt was used. Findings suggest that for a short break, prompting the remaining time is enough to enhance viewers' commercial exposure and memory. Findings also suggest that for a long break, (a) consisting of a small number of ads, the most effective method of prompting is to use the remaining number of ads, (b) comprised of a large number of ads, the method is to divide it into several short breaks and use the remaining time prompt for each. © 2012 Advertising Association.