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Scan for more about the ARF

September 2016, Volume 56, No. 3

H O W R E C A L L W O R K S I N A D V E R T I S I N G

Editor’s DeskHow Does Recall Work In Advertising? p229G. Precourt

Speaker’s BoxAdvertising Creativity: Some Open Questions p235A. J. Kover, Fordham University

Spot Length and Unaided Recall in Television: Optimizing Media Planning Variables in Advertising BreaksGreater recall results from lower levels of advertising clutter, report J. D. martín-Santana (Universidad de Las palmas de Gran Canaria), p. reinares-Lara, and e. reinares-Lara (Universidad rey Juan Carlos, madrid). Advertisers should seek to negotiate insertion of their longer spots in shorter ad blocks. P 274

Limited-Interruption Advertising in Digital-Video Content: Comparing the Effects of “Midroll” vs. “Preroll” Spots and Clutter AdvertisingAuthors J. brechman (the College of New Jersey), S. bellman (ehrenberg-bass Institute/University of South Australia), J. A. robinson (rmIt), with A. rask and D. Varan (mediaScience) find that less is more: Fewer advertising breaks, with fewer and shorter spots help break up the clutter and improve recall. P 289

Comparing Brand Placements and Advertisements on Brand Recall and RecognitionA strategy that combines commercials with brand placements in tV programs might enhance the persuasiveness of a message. It also costs less than buying two spots in a commercial break. D. Davtyan (University of texas/Austin), K. Stewart (California State University/San marcos, I. Cunningham (University of texas/Austin) P 299

Can Brand Users Really Remember Advertising More Than Nonusers? Testing an Empirical Generalization across Six Ad Awareness Measuresthe user bias in memory for advertising is not a measurement artifact but a real phenomenon, occurring under a wide range of conditions. K. Vaughan, V. beal, J. romaniuk (ehrenberg-bass Institute). P 311

VIEWPOINTl What 80 Years of Study

Means for the Future of Advertising Research After nearly a century of research, the same drivers—more platforms, shifts in consumer trends, and methods and data source innovation—will shape future work in new ways. H. Stipp, ArF P 231

NUMBERS, PLEASEl Political Advertising:

Strategies for Practitioners How data analytics, social media, and creative strategies shape U.S. presidential campaigns. G. m. Fulgoni, A. Lipsman, C. Davidsen, comScore P 239

EMERGING MARKETSl The Future of Advertising

In China Insights from practitioners on advertising creativity in China. J. bilby, m. reid, L. brennan, rmIt, melbourne P 245

OUTDOOR ADVERTISINGl The Role of Location

And Visual Saliency How to effectively capture drivers’ attention. r. t. Wilson, texas State University; J. Casper, traffic Audit bureau for media measurement P 259

ARF DAVID OGILVY AWARDSl Masters of Insight

Adapted excerpts of winning case studies from the 2016 David Ogilvy Awards P 321