Factors Affecting In-market Recall of Food Product Advertising

Micael Ewing, Julie Napoli, Erik du Plessis

The authors report on a research study using AdTrack™ , an advertising research database measuring in-market recall of television commercials in South Africa.

Factors Affecting In-Market Recall of Food Product Advertising

Michael Ewing andJulie Napoli Curtin University of Technology, Perth, Australia andErik Du PlessisImapact Information, South Africa

INTRODUCTION

Over the years a number of schools of thought on measuring advertising effectiveness have emerged, and the literature has duly focused considerable attention on the various debates that have surrounded this important issue. The ARF Copy Research Validity study suggested that likability is the single best predictor of advertising success (Haley and Baldinger, 1991; Rossiter and Eagleson, 1994). Not Surprisingly, an impressive body of literature on advertising likability has...

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