Enhancing memorability: do remaining duration prompts affect advertising recall?
Ruifeng Yu
Tsinghua University
Alan H.S. Chan
City University of Hong Kong
Ping Zhao and Yang Gao
Tsinghua University
Introduction
Television channel switching during commercial breaks is a common way of avoiding advertising, and seriously affects the effectiveness of TV as an advertising medium. There have been many studies on this topic (Danaher 1995; Siddarth & Chattopadhyay 1998; Van Meurs 1998; Tse & Lee 2001; Josephine et al. 2003; Moorman et al.2007), and the factors that influence viewer channel switching behaviour and viewer memory for commercials have...