Search

A crucial communication task for unknown brands is to build the knowledge in consumers' minds necessary to become established. However, communication effectiveness may depend on prior familiarity of the advertised brand. The findings of two experiments using television ads and computer Internet ads revealed that brand familiarity influenced repetition effectiveness. In particular, repetition of advertising attributed to an unfamiliar brand showed decreased effectiveness; when the same advertising was attributed to a known, familiar brand, repetition wearout was postponed. Negative thoughts about tactic inappropriateness were seen to arise with repetition, particularly for an ad for an unfamiliar brand, driving, in part, the decreases in repetition effectiveness. [ABSTRACT FROM AUTHOR]

It has been suggested that increasing levels of clutter on television lead to diminished memory retrieval for advertised brands. Although earlier studies have shown that clutter decreases an individual's ability to recall a brand, it is not clear that clutter will have the same effect on other measures of memory. Two experiments with important methodologic differences from prior clutter studies investigated the impact of clutter on recognition, aided recall, and unaided recall. The results suggest that clutter may not significantly affect an individuals true ability to remember what was seen. [ABSTRACT FROM AUTHOR]

The impact of the feeling of warmth created by a commercial, as measured by the "warmth monitor," is explored in a series of three studies. The first study examines the relationship between warmth and arousal as measured by skin response. The other studies explore the relationship between warmth and advertising responses such as liking of the ad and purchase likelihood through testing ads with warm and other execution strategies. They also test the effects of sequences of commercials on warmth responses and on the impact of the ad. [ABSTRACT FROM AUTHOR]