PT  - JOURNAL ARTICLE
AU  - Hyun Seung Jin
AU  - Xinshu Zhao
AU  - Soontae An
TI  - Examining Effects of Advertising Campaign Publicity in a Field Study
AID  - 10.2501/S0021849906060259
DP  - 2006 Jun 01
TA  - Journal of Advertising Research
PG  - 171--182
VI  - 46
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/46/2/171.short
4100  - http://www.journalofadvertisingresearch.com/content/46/2/171.full
SO  - J Advert Res2006 Jun 01; 46
AB  - Previous experimental research found that the pre-exposure of publicity about advertisements has two distinct but related effects in advertised brand recall: (a) a facilitative effect on publicized brands and (b) an inhibitive effect on nonpublicized brands. We speculate that publicity effects exist beyond the controlled experiments. In this article, we used a field study to investigate the effects of publicity messages related to the commercials aired during three Super Bowl games. We found that publicity had a positive impact on the memory of subsequent advertisements for both recall and recognition, but publicity effects were more evident in recall than in recognition.