Competing for consumer memory in television advertising: an empirical examination of the impacts of non-editorial clutter on brand memory in mega-event broadcasts

The purpose of this study is to examine how brand recall and recognition are affected by non-editorial clutter in mega-event broadcasting.

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...

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