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ESOMAR Conference papers
Journal of Advertising Research
Date: newest first
Date: oldest first
How Clutter Affects Advertising Effectiveness
Includes video content
Recommended by Warc editors
Peter Hammer, Erica Riebe, and Rachel Kennedy, Journal of Advertising Research, Vol. 49, No. 2, June 2009, pp. 159-163
This paper reports from a range of data sets (including four new ones, described) on how different levels of ad clutter in TV and radio affects how advertising works.
This paper reports from a range of data sets (including four new ones, described) on how different levels of ad clutter in TV and radio affects how advertising works. Advertising avoidance is similar in low and high clutter environments, so when there is more clutter, audiences really do see more advertisements. Less clutter does not result in better brand identification, although audiences remember more of what they saw. Advertisements recalled in high clutter are generally of better quality and are more likeable on average: people remember what they liked. Overall, therefore, the impact of clutter is not large, especially when compared to creative elements of executions. From an issue of JAR devoted to `empirical generalisations’: the papers were first presented at a conference at the Wharton School, University of Pennsylvania in December 2008.
Effective radio advertising. An analysis of factors influencing effectiveness
Includes video content
Recommended by Warc editors
Swantje Brennecke, ESOMAR, Radio Research Symposium, Warsaw, July 1997
Despite the growing importance of radio as an advertising medium in The Netherlands, there is very little research available on the impact of radio advertising and how to influence it.
Despite the growing importance of radio as an advertising medium in The Netherlands, there is very little research available on the impact of radio advertising and how to influence it. We designed an experimental survey to learn how to influence the impact of a radio commercial. Factors included in our study were length of the spot, length of the advertising block it is aired in, the position within the block and the likeability of the spot. Results indicate the length of the block as well as block position (to a somewhat lesser degree) influence impact: the longer the block, the lower the impact of each individual spot - except when aired first in a block, which is the ultimate goal when trying to insure impact. Furthermore, the spot length had some influence on impact. Spots longer than forty seconds scored significantly higher impact. Nevertheless there was an interaction effect between spot length and likeability. Likeable ads were longer or longer ads were more likeable. Even more, the brand image seemed to correlate with likeability. However, it seems that product and/or brand involvement cause this correlation.
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