The effect on recall of changing the position of a radio advertisement

Abstract

It is hypothesized that under normal at home (N) radio listening conditions, beginning (B) advertisements will be recalled better than interruption (I) advertisements. The N situation was compared with recall under a learning set (L) situation, in which the listeners were told that they would be tested on the ad content. Four groups listened to a program, in the patterns NB, NI, LB, and LI, and then took recall tests. Recall scores in the N situation were significantly higher for the B than for the I advertisement, while the reverse was found for the L situation. The total gain of the B placement was expressed as (NB - NI) - (LB - LI). (PsycInfo Database Record (c) 2025 APA, all rights reserved)