The advertising and marketing sectors have seen the use of novel tools like cell phones, computer network, internet and computerized games in the modern eras. The effects of such novel tools as well as the explosion of broadcasting stations has led to stiff rivalry within the current advertising sector. Moreover, diverse broadcasting networks have to contend with redundancy in the conventional methods of advertising they used previously due to the disintegration of the consumers, market overload as well as reduced consumer focus. This has forced the broadcasting fraternity and stakeholders to devise methods geared towards product familiarization through various presentation mediums that encourage product cognizance as well as advertising memory recall techniques to facilitate ingenuity in product delivery. Without a doubt, the marketing sector has forever endeavored to reduce the lack of focus from consumers (Arrazola, de Hevia and Reinares, 2016).
As such, it is pertinent for the advertising experts to estimate how successful these methods of marketing as well as presentation instruments are. As a matter of fact, research indicates that visual memory in human beings is impeccable, whereby the recollections are kept discretely as well as safeguarded from intrusion, even in cases where tons of observed images interpose themselves. Prevailing studies have likewise revealed enormous ability in visual aspects during continual memory to remember more than 2,000 visuals and also identify the kind, nominal as well as inclination variations in objects (Blake, Nazarian and Castel, 2015).
On the other hand, advertising gurus as well as academics have deliberated on how the concentration levels of viewers is a rare phenomenon which is sporadic as well as obscure. The emergence of public networks and communication platforms has elevated this intricacy. More so, given the present age of juggling diverse communication platforms in which viewers engage in numerous activities, concurrently, like viewing TV programs while responding to cellular messages; the level of distraction is at an all-time high. These multitasking consumers have shown the tendency to perform very poorly in memory exams especially those related to advertising recognition and recall (Angell, Gorton, Sauer, Bottomley and White, 2016). Therefore, attention happens to be a limited resource, and its dissection by advertising presentation modes and advertisement types raises the question: what effect does advertisement type and mode of presentation have on viewer’s ability to recall?
This purpose of this study is to assess the effects of advertisement type and mode of presentation on viewer’s recall ability. The researchers will assess how everyday attention of the selected logos can be potentially facilitated by method of presentation and affected by type of company the logo is from. The dependent variable of this study is the ability of participants to recall the company logos and the Independent Variables are “Type of Company Logo” and “Mode of Presentation”.
The proposed study is somewhat similar to “The Apple of the mind’s eye: Everyday attention, metamemory, and reconstructive memory for the Apple logo” carried out by Adam Blake et al. as both test recall of a common, everyday logos through having participants illustrate a logo. The key difference is that researchers in the seed article did not implement a method of manipulation to assess what could potentially affect recall of the Apple logo. In our study we use advertisement...
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