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Factors affecting in-market recall of food product advertising
journal contribution
posted on 1999-07-01, 00:00 authored by Mike Ewing, J Napoli, E Du PlessisWhile food remains the most heavily advertised product category, empirical research into food advertising effects is relatively scarce. Two widely recognized advertising research measures are recall and liking. We analyze 1,022 food commercials and examine differences between food categories on the basis of gender, liking, verified recall, commercial length, media weight, and flighting. Findings suggest that women like and recall food advertising more than men do, and pet foods, fats, oils, and sugars and condiments are the most recalled and liked advertisements. Liking accounts for a large proportion of the variance in in-market recall, followed to a much lesser degree, by ad length. Implications are discussed, limitations noted, and directions for future research offered.
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Journal
Journal of advertising researchVolume
39Issue
4Pagination
29 - 38Publisher
Advertising Research FoundationLocation
New York, N.Y.ISSN
0021-8499eISSN
1740-1909Language
engPublication classification
C1.1 Refereed article in a scholarly journalCopyright notice
1999, World Advertising Research Center Ltd.Usage metrics
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