Advertising & Marketing

Jacob Hornik, "Temporal Instability as a Moderating Factor on Advertising Effectiveness." Journal of Business Research, 18 (March, 1989), 89106.

One of the basic problems of advertisers is that they must create a product which will impress a brand name on a potential buyer in such a way that it will be recalled when usually some time later that buyer is actually in a store and ready to make a purchase. In this study, author Hornik examines the effects of two types of ad, "emotional appeal" and "rational appeal," viewed at three times of day, morning, midday, and late afternoon, on both shortterm and longterm brand recall. The study was carried out on college psychology students who viewed sample ads classified into emotional or rational by advertising executives.

What he found is that shortterm recall is (unsurprisingly) always better than longterm recall, and, of greater interest, that delayed recall of ads in general tends to rise in the course of the day a pattern particularly noticeable in the case of ads having a "rational" appeal.

This finding tends, it is worth noting, to bear out the validity of "prime time" as a key time period for TV ads, even apart from the larger audience. Hornik's study is also one of the few discussed here to explicitly draw out a point of interest to business managers, namely that "rational" ads should be shown by preference in the later afternoon and evening.

Related Essays

Role of Marketing Communications .... In addition to general television advertising, marketing communications were developed for sales promotions, sponsorship of events and even merchandising to .... (1995 8 )

Relation of Advertising to Marketing Relation of Advertising to Marketing In the marketing process, a product's target audience is analyzed, and strategies are developed for reaching that audience .... (1249 5 )

Marketing, Advertising, and Public Relations Marketing, Advertising, and Public Relations Marketing is the entire process of creating a product or service and distributing it to the external public. .... (299 1 )

History of Advertising .... This has led to an increased understanding of the roles of marketing and advertising. Marketing goals are set by the marketing staff .... (1445 6 )

Bed & Breakfast Marketing Plan .... where advertising will occur, including the percentage of the advertising budget that will be devoted to each: B&B MARKETING PLAN ADVERTISING BREAKDOWN The .... (859 3 )

ways in which different types of ads actually shaped viewers' impressions of the product advertised. They created "likeable" and "informative" ads about a fictitious brand of 35mm camera, and showed these to student subjects in a short film that included another ad. They then tested the response of subjects who had various levels of knowledge about cameras and photography. Their somewhat unexpected finding was that the "likeable" ad was as effective in promoting positive brand awareness as the "informative" ad, even in those subjects with the greatest interest in and knowledge about cameras. These subjects, who might be expected to look mainly for information, but the "likeable" ad had an equal effectiveness for them. Nor was it evident that lessinformed or lessinterested subjects preferred the "informative" ad. This finding suggests that product information in an ad is not, in fact, very important. The lowknowledge viewer won't follow it, the highknowledge viewer already has it. Both seem to be best reached by an ad that simply appeals to them. This may be of special interest to marketers of technical products. Nigel F. Piercy. "Information Control and the Power and Politics of Marketing." Jou

Category: Business - A