Recall of Television Advertisements in the Presence of Competing Brands: A Spacing Strategy
Dr Russell Ruiters.
Preliminary investigations by the author showed that advertising strategies were not guided by any empirical evidence when making decisions regarding the use a repetition as a television advertising strategy. Associations are explored between repetition, recall/recognition and resultant attitudes, and whether the presence of a competing brand would be of any consequence. Senior university students were used as subjects in a laboratory experiment that consisted of 5 experimental groups and five control groups. While subjects remained blind to the true objective of the study, the experimental procedure involved the subjects viewing a television documentary with the repeated advertisement included in the scheduled advertising pod. Each experimental group viewed the target advertisement using different spacing between each repetition thereof. The responses of subjects were recorded immediately after the screening of the documentary. The experimental procedure was applied to the control group, except that the advertisement for the competing brand was excluded. The result showed that in certain situations the spacing of the repetitions interacts with the recall/recognition when presented together with a competing brand.
Dr Russell Ruiters (South Africa)
Dept. of Industrial Psychology
University of the Western Cape
I am a senior lecturer in the Department of Industrial Psychology at the University of the Western Cape, South Africa. I have a PhD in industrial psychology and registered industrial. My specialist field of interest is consumer psychology.
(30 min. Conference Paper, English)