Effects of Scheduling on Retention of Advertising Messages

Debbora T. A. Heflin · Robert C. Haygood

35 citations0/0 files storedJournal of Advertising

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Marketing and Advertising Strategies Memory Processes and Influences Advertising and Communication Studies

Abstract

The effects of varying the scheduling of message exposures on memory for advertisements was investigated. Four levels of concentration/spacing were used, with 10 advertisement exposures (embedded in 2½ hours of television programming) presented in 1 day, 1 week, 3 weeks, or 5 weeks. The results showed that the 1-week and 3-week advertising schedules gave higher levels of brand recall and recognition. The inferior performance with 1-day and 5-week schedules is explained in terms of a two-factor conceptual model of processes affecting attention to and memory for advertisements. Implications of these findings for marketing and marketing research are discussed.

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References

1982Policy Styles in Western Europe 1969Advertising in America: The Consumer View 1959The Remembering and Forgetting of Advertising 1969Advertising in America: The consumer view 1965The Anthropological Study of Law1

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