HOW RECALL WORKS IN ADVERTISING

If a target audience cannot remember a marketer's message, advertising largely becomes a waste of time, money, and resources. That's why recall measures – critical tools in marketing research – become every bit as important as the creation, placement, and viewing of a marketing message.

• Spot Length and Unaided Recall in Television: Optimizing Media Planning Variables in Advertising Breaks Josefa D. Martin-Santana, (Universidad de Las Palmas de Gran Canaria), Pedro Reinares-Lara (Universidad Rey Juan Carlos), and Eva Reinares-Lara (Universidad Rey Juan Carlos)
• Limited-Interruption Advertising in Digital-Video Content: An Analysis Compares the Effects of "Midroll" versus "Preroll" Spots and Clutter Advertising Jean Brechman (The College of New Jersey), Steven Bellman (University of South Australia), Jennifer A. Robinson (RMIT University), Amy Rask (MediaScience), and Duane Varan (MediaScience)
• Comparing Brand Placements and Advertisements on Brand Recall and Recognition Davit Davtyan (University of Texas at Austin), Kristin Stewart (California State University San Marcos), and Isabella Cunningham (University of Texas at Austin)
• Can Brand Users Really Remember Advertising More Than Nonusers? Testing an Empirical Generalization across Six Advertising Awareness Measures Kelly Vaughan, Virginia Beal, and Jenni Romaniuk (Ehrenberg-Bass Institute for Marketing Science)

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