Recognition has not received extensive acceptance by practitioners as a response variable for learning of television commercials. The authors review some of the distinctions between recall and recognition, and some of the problems associated with each. In a laboratory experiment they developed...

The split 30-second commercial format has become a regular feature of today's television advertising. Yet, little is known about the effectiveness of commercials presented in the two halves of a split: 30. The authors report findings from a laboratory experiment in which the similarity of...

Though advertising repetition is a frequently used marketing strategy, its effects are not well understood. The authors report findings from a laboratory experiment in which they investigated the effects of repeating a television commercial as a function of varying the message spacing or lag...

This paper contends that television programs generate physiological arousal and that programming induced arousal can be used as a mediating variable to explain the impact of programming on the ensuing commercials. It systematically explores how television programming induced arousal can...

The effect of subliminal sex and death embeds on attention to advertising, change in attitude, behavioral intention, and day-after recall of advertising were investigated for two products. Contrary to findings in some previous research, no significant effects were indicated in the current study...

Copy testing continues to be an important, controversial, expensive and involving area of advertising research. This article reviews four categories of print copy testing methods: learning based measures, affective measures, choice measures and physiological measures. Emphasis is given to how...