Claim recall and irritation in television commercials: An advertising effectiveness study
Journal of the Academy of Marketing Science · 1979 · Volume 7 · Issue 1
Abstract
The purpose of this research was to measure the relationship between advertising effectiveness and the levels of irritation possessed by the advertisements. A set of television commercials was first assigned to an empirically-derived irritation continuum. Subjects were exposed to the commercials and claim-recall measures were taken immediately after exposure and 48 hours later. Results indicate that both highly irritating and relatively pleasant advertising messages generated higher claim recall than did advertising which was neutral in this dimension.
Keywords
Recall Score, Television Advertising, Television Commercial, Semantic Differential Scale, Advertising Effectiveness
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