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...