Verified Document

Effects Of Advertisement Type And Mode Of Presentation On Ability To Recall  Essay

Related Topics:

The advertising and marketing sectors have seen the use of novel tools like cell phones, computer network, internet and computerized games in the modern eras. The effects of such novel tools as well as the explosion of broadcasting stations has led to stiff rivalry within the current advertising sector. Moreover, diverse broadcasting networks have to contend with redundancy in the conventional methods of advertising they used previously due to the disintegration of the consumers, market overload as well as reduced consumer focus. This has forced the broadcasting fraternity and stakeholders to devise methods geared towards product familiarization through various presentation mediums that encourage product cognizance as well as advertising memory recall techniques to facilitate ingenuity in product delivery. Without a doubt, the marketing sector has forever endeavored to reduce the lack of focus from consumers (Arrazola, de Hevia and Reinares, 2016).  As such, it is pertinent for the advertising experts to estimate how successful these methods of marketing as well as presentation instruments are. As a matter of fact, research indicates that visual memory in human beings is impeccable, whereby the recollections are kept discretely as well as safeguarded from intrusion, even in cases where tons of observed images interpose themselves. Prevailing studies have likewise revealed enormous ability in visual aspects during continual memory to remember more than 2,000 visuals and also identify the kind, nominal as well as inclination variations in objects (Blake, Nazarian and Castel, 2015).

On the other hand, advertising gurus as well as academics have deliberated on how the concentration levels of viewers is a rare phenomenon which is sporadic as well as obscure. The emergence of public networks and communication platforms has elevated this intricacy. More so, given the present age of juggling diverse communication platforms in which viewers engage in numerous activities, concurrently, like viewing TV programs while responding to cellular messages; the level of distraction is at an all-time high. These multitasking consumers have shown the tendency to perform very poorly in memory exams especially those related to advertising recognition and recall (Angell, Gorton, Sauer, Bottomley and White, 2016). Therefore, attention happens to be a limited resource, and its dissection by advertising presentation modes and advertisement types raises the question: what effect does advertisement type and mode of presentation have on viewer’s ability to recall?

This purpose of this study is to assess the effects of advertisement type and mode of presentation on viewer’s recall ability. The researchers will assess how everyday attention of the selected logos can be potentially facilitated by method of presentation and...

The dependent variable of this study is the ability of participants to recall the company logos and the Independent Variables are “Type of Company Logo” and “Mode of Presentation”.
The proposed study is somewhat similar to “The Apple of the mind’s eye: Everyday attention, metamemory, and reconstructive memory for the Apple logo” carried out by Adam Blake et al. as both test recall of a common, everyday logos through having participants illustrate a logo. The key difference is that researchers in the seed article did not implement a method of manipulation to assess what could potentially affect recall of the Apple logo. In our study we use advertisement type and presentation modes as stimulus to review their impact on everyday recall.

Methods

Participants

The participants will be 25 college students who will participate in the study for class credit. Taking into consideration the problems of identifying the relevant sample applicants for the study who will show willingness to be surveyed by the researchers along with the time and budget restraints, a non-random sample may be selected. The subjects will be identified by personal connections through the societal enclave and the study will be organized unofficially with the assistance of personal networks. 

Design

The study used 2 x 2 within subject design i.e. the same participants will be used for all conditions. The first independent variable is the mode of presentation, which is the manner in which the logo is presented to the participant. There will be two levels for this first independent variable — the first level will be a video advertisement and the second level will be a stationary image of an advertisement containing the logo. The second independent variable is the type of logo, which pertains to the company the logo is derived from. The two levels for this second independent variable will be two popular fast food companies (McDonalds and Burger King) and two prominent internet retail companies (eBay and Amazon). Four different company logos will be used for different conditions; McDonalds, Burger King, eBay and Amazon logos will be used in all the conditions. The dependent variable of the study will be the ability of participants to recall the company logos. The recall will be operationalized by measuring how many accurate components each participant will be able to draw when asked to illustrate the logo. Experimenters will list key features for each logo, including the color scheme, and provide a point for each component a participant accurately draws (Blake, Nazarian and Castel, 2015).   

Materials and Apparatus 

A closed ended questionnaire will be used to…

Sources used in this document:

References

Angell, R., Gorton, M., Sauer, J., Bottomley, P., & White, J. (2016). Don’t Distract Me When I’m Media Multitasking: Toward a Theory for Raising Advertising Recall and Recognition. Journal of Advertising, 45(2), 198–210. https://doi-org.proxy-library.ashford.edu/10.1080/00913367.2015.1130665

Arrazola, M., de Hevia, J., & Reinares, P. (2016). Which New Forms of Television Advertising Are Most Strongly Recalled? A Quantitative Analysis. Journal of Media Economics, 29(4), 153–166. https://doi-org.proxy-library.ashford.edu/10.1080/08997764.2016.1239621 

Blake, A. B., Nazarian, M., & Castel, A. D. (2015). The Apple of the mind’s eye: Everyday attention, metamemory, and reconstructive memory for the Apple logo. The Quarterly Journal of Experimental Psychology, 68(5), 858–865. https://doi-org.proxy-library.ashford.edu/10.1080/17470218.2014.1002798


Cite this Document:
Copy Bibliography Citation

Related Documents

Effects of Advertisement Type and Mode of Presentation on Capability...
Words: 2265 Length: 8 Document Type: Research Paper

The advertising and marketing sectors have seen the use of novel tools like cell phones, computer network, internet and computerized games in the modern eras. The effects of such novel tools as well as the explosion of broadcasting stations has led to stiff rivalry within the current advertising sector. Moreover, diverse broadcasting networks have to contend with redundancy in the conventional methods of advertising they used previously due to the

Static Learning in the 21st
Words: 12488 Length: 45 Document Type: Research Proposal

Millions of dollars are spent on test-prep manuals, books, computer programs and worksheets (Gluckman, 2002). Static/captive learning can help teachers around the nation prepare their students for standardized testing. Significance of the Study to Leadership A principal is the leader of the campus. The challenge for the principal is to know his or her district's mandated curriculum and make sure teachers are able to deliver it (Shipman & Murphy, 2001). As

How to Perform Valuations for Municipalities in South Africa
Words: 64599 Length: 254 Document Type: Dissertation

……South African Municipalities Municipal Revenue Loss Reduction through Improved Municipal Valuation Methodologies:Balance Sheet Enhancement of South African Municipalities to Improve Rates and Taxes Revenue GenerationAbstractThis study examines the property valuation process of Municipalities in South Africa and develops a strategy for strengthening that process in order to more efficiently value properties and ultimately to enhance municipal balance sheets and increase revenue streams. This study proposes an innovative valuation method based

Corporate Social Responsibility
Words: 3095 Length: 10 Document Type: Term Paper

Product Placement in Console Games A growing body of research confirms that one of the best ways to reach male consumers aged 18 to 34 years is to place products in console games. Originally, game developers paid advertisers to include their products in games to lend them authenticity and realism, but advertisers are now paying game developers to have their products placed in popular console games. The introduction of online gaming

Mcdonald's Integrated Marketing Campaign This Paper Is
Words: 12619 Length: 48 Document Type: Dissertation

McDonald's Integrated Marketing Campaign This paper is divided into two distinct sections. The first chapter is based on literature reviews of various scholarly works that are related to the topic of integrated marketing campaign that are also relevant to the McDonald marketing campaign that was created to celebrate the inherent democracy of the McDonald's brand. The first chapter is further divided into three parts; the first section mainly focus on advertising

Relationship Between Brand Equity and Customer Purchasing Behavior...
Words: 11492 Length: 30 Document Type: Term Paper

Brand Equity and Customer Purchasing Behavior Taking into account the numerous modifications witnessed in the marketing milieu- viz. The accessibility to plethora of knowledge through various electronic devices, the emergence of modern methods of buying, the ability of the companies to use technology to target consumer more specifically, getting a feel of customer tendencies is still more difficult. Purchasing activities is the sequence of choice and actions of individuals occupied

Sign Up for Unlimited Study Help

Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.

Get Started Now