Factors Affecting In-market Recall of Food Product Advertising

Abstract

While food remains the most heavily advertised product category, empirical research into food advertising effects is relatively scarce. Two widely recognized advertising research measures are recall and liking. We analyze 1,022 food commercials and examine differences between food categories on the basis of gender, liking, verified recall, commercial length, media weight, and flighting. Findings suggest that women like and recall food advertising more than men do, and pet foods, fats, oils, and sugars and condiments are the most recalled and liked advertisements. Liking accounts for a large proportion of the variance in in-market recall, followed to a much lesser degree, by ad length. Implications are discussed, limitations noted, and directions for future research offered.

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