Conceptual closure: The impact of event boundaries on long-term memory encoding and advertising effectiveness

This paper introduces the idea of 'conceptual closure' in television advertising and reveals how small executional changes to a finished advertisement can significantly enhance advertising effectiveness.

Conceptual closure: The impact of event boundaries on long-term memory encoding and advertising effectiveness

Richard B. Silberstein, Geoffrey Nield, Peter Pynta and Shaun SeixasNeuro-Insight

Introduction

Television advertising frequently follows a common creative structure. Typically this involves a narrative or story telling component that portrays a situation or problem followed by the presentation of the brand at or near the end of the advertisement. While this is a very common ad structure, is it effective? Specifically, does having the branding information immediately following the end of the preceding narrative have an effect on the way that information about the brand...

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