TY - JOUR T1 - Examining Effects of Advertising Campaign Publicity in a Field Study JF - Journal of Advertising Research JO - J Advert Res SP - 171 LP - 182 DO - 10.2501/S0021849906060259 VL - 46 IS - 2 AU - Hyun Seung Jin AU - Xinshu Zhao AU - Soontae An Y1 - 2006/06/01 UR - http://www.journalofadvertisingresearch.com/content/46/2/171.abstract N2 - 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. ER -