Competing for consumer memory in television advertising: an empirical examination of the impacts of non-editorial clutter on brand memory in mega-event broadcasts
Yongick Jeong
Louisiana State University
Yeuseung Kim
DePaul University
Xinshu Zhao
University of North Carolina
Introduction
Ads in a commercial break compete for audiences’ attention and memory (Zhao 1997). Thus, when advertising competition becomes intense due to an increase in the number of ads in a pod, this competition will generate negative influence on the overall success of television advertising (Claggett 1986; Ray & Webb 1986; Zhao 1997). This assumption has been confirmed by numerous researchers who find...