The relative recall effectiveness of visual and auditory presentation of advertising material

Abstract

This study is based on 70 college students, and indicates that auditory presentation of advertising copy is distinctly superior to visual presentation when tested by the recall of products and trade names after delay periods of from five days to five months. The results for immediate recall and recall at 24 hours are not clearly different, and show only slight trends favoring auditory presentation. Recall of ideas expressed in the advertising copy is distinctly superior in the auditory presentation. (PsycInfo Database Record (c) 2025 APA, all rights reserved)