The Effect Of Brand-Name Placement On Television Advertising Effectiveness
ABSTRACT: Is advertising more effective when the advertised brand name is revealed at the onset of an advertising message or when it is withheld until the end of the message? Given the propensity of advertising to withhold the brand name, advertisers apparently presume the latter, perhaps because they believe that the practice sustains attention to the advertisement. The network model of memory and related theories of associative learning imply superior advertising effectiveness when the brand name is presented at the beginning of an advertisement. An experiment was conducted to test this proposition. Several award-winning television advertisements were remastered to reveal the brand name either at the beginning or at the end of the spot. The results support the prediction that advertising is more effective when the brand name appears at the beginning of the advertisement. Evidence is consistent with the conclusion that the effect was caused by strengthening the memory association......
View the rest of this paper...
Approximate Word Count: 346
Approximate Pages: 2 (250 words per double-spaced page)
Why should you join Frat Files?
- - It's safe, secure, and private.
- - Instant access to over 100,000 papers. New papers are added hourly.
- - Fast and reliable customer support.
Similar Essays
-
The Effect Of Brand-Name Placement On Television Advertising ...
The Effect of Brand-Name Placement on Television Advertising Effectiveness.
ABSTRACT: Is advertising more effective when the advertised ... -
Product Placement
... Internet, and in games, and the effect that it ... we eat, drink, wear, and drive brand
name products. ... Measuring the effects of product placement within Seinfeld. ... -
Modern Advertising
... violence for a very long-lasting effect on the ... Product Placement is the service and
at the end ... to a new telecommunications company, a brand name was concerned ... -
Advertising
... in other entertainment media is known as product placement. ... product trial, mind share,
brand name recall, product ... that would have a hypnotic effect on viewers ... -
Marketing
... satisfaction and to allow our company to reassure that we keep provide the leading
brand name in beer ... This placement really does not have an effect on our ...
Frat Files
Members
Information
