A Controlled Field Study of Corrective Advertising Using Multiple Exposures and a Commercial Medium

Abstract

An “on-air” radio test was made of the Listerine corrective advertising remedy. The method applied is an improvement on previously used approaches in terms of “natural” exposure, multiple exposure to the corrective commercial, and a separation of experimental treatments from the dependent measures. In contrast to the results of previous studies, the corrective commercial is found to be effective in lowering target beliefs, yet precise enough to have no significant effect on any other dependent variables.