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ERIC Number: ED419256
Record Type: Non-Journal
Publication Date: 1997-Jun-4
Pages: 17
Abstractor: N/A
Reference Count: N/A
Recall of Television Advertising Messages as Influenced by Commercial Pod Position and Commercial/Program Affect Congruity or Dissonance.
Gutenko, Gregory
A study examined viewer recall of television commercial content as influenced by both commercial spot positioning within breaks and the congruence or dissonance of the affective (emotionally evocative) formats of the program contexts and commercials. Objectives were to determine whether commercials will have greater rates of viewer recall if: (1) the commercials are positioned in the first or last "bookend" positions in a break; or (2) the commercials have production treatments or affective appeals that are congruent with that of the programming within which they are placed. The study also sought to determine if there are any correlations between these two variables. The survey methodology employed a naturalistic laboratory setting, and subjects (all were students at a midwestern university participating as volunteers outside of scheduled class time) viewed either a half-hour comedy or police drama, each containing two commercial breaks comprised of four to five spots each. Results indicated that neither the hypothesis that spot position within a pod will influence recall of the commercial message or of associated visuals or brand/service names nor the hypothesis that affective congruity or dissonance with program context would influence recall were supported. Findings suggest that inherent product interest and message content variables play roles in recall that are more significant and influential than pod position or affect congruity. (Contains 8 tables and 19 references.) (CR)
Publication Type: Reports - Evaluative; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A