Increasing Brand Name Recall in Print Advertising among Asian Consumers
本研究在亚洲消费者中重复并扩展了图片、信息处理水平、广告意义和曝光次数对品牌名称回忆的影响，发现高意义图文广告经语义加工并重复曝光可提升近52%的回忆率。
Abstract The authors replicate and extend previous research on the effects of pictures, consumer information-processing level, ad meaning, and ad exposure on brand name recall by using consumers in a different culture. The findings indicate the robustness of the effects of those factors on recall. Specifically, better recall was obtained with ads containing pictures and words than with words-only ads, with ads processed semantically than with ads processed sensorially, with ads having high level of meaning, and with ads that were repeated. Use of a high-meaning picture-and-words ad that was processed semantically and repeated achieved an improvement of nearly 52% in brand name recall over use of a low-meaning words-only ad that was procssed sensorially and shown once to subjects. The most significant contributor to explaining brand recall variation is the level-of-meaning factor, followed by ad exposure, level of processing, and ad type. Several significant interactions among those factors also were observed that replicate and extend prior findings in psychology and marketing research. Implications of the results are discussed and future research directions are suggested.