Memory effects from poster, radio and television modes of advertising an exhibit

Abstract

179 persons were tested for memory of an exhibit presented with (1) no advertising, (2) poster explaining main points, (3) radio explanation of the same points, (4) poster and radio advertising in a mode resembling television. Each mode was compared with every other. Results show that radio held the advantage in 8 out of 9 cross-comparisons. Television was surpassed only by radio, and the difference was small and unreliable. Women score relatively higher for radio than do men in memory for the exhibit. (PsycInfo Database Record (c) 2025 APA, all rights reserved)