Recall and Recognition Performance for Umbrella Print Advertisements

Abstract

An umbrella advertisement, which involves promoting several products linked by way of a common theme, represents an attempt to achieve efficiency and/or impact of a firm's advertising expenditures. Based on knowledge-assembly theory of cognitive structure, the approach may be better suited for certain conditions than for others. A 4×3 (branding policy by number of products) full-factorial laboratory experiment was conducted to determine if family branding policies are more inherently suited for use of the approach than individual policies and if the number of included products has an impact. Results provided general support for the conceptual structure formulated. Implications and directions for research are given.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 23 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.