The Effect Of Brand-Name Placement On Television Advertising EffectivenessEssay Preview: The Effect Of Brand-Name Placement On Television Advertising EffectivenessReport this essayABSTRACT: Is advertising more effective when the advertised brand name is revealed at the onset of an advertising message or when it is withheld until the end of the message? Given the propensity of advertising to withhold the brand name, advertisers apparently presume the latter, perhaps because they believe that the practice sustains attention to the advertisement. The network model of memory and related theories of associative learning imply superior advertising effectiveness when the brand name is presented at the beginning of an advertisement. An experiment was conducted to test this proposition. Several award-winning television advertisements were remastered to reveal the brand name either at the beginning or at the end of the spot. The results support the prediction that advertising is more effective when the brand name appears at the beginning of the advertisement. Evidence is consistent with the conclusion that the effect was caused by strengthening the memory association between the brand name and the evaluative implications of advertising content, not by any effect of brand-name placement on advertising liking, memory for the brand name, or accessibility to advertisement content.
An important issue in the design and execution of advertising messages is ensuring that consumers reactions to advertising are associated with the name of the advertised brand. Anecdotally, we all encounter situations in which we can clearly remember elements of an advertising execution, but cannot remember the advertised brand name, we associate the wrong brand name with the advertisement, or worse, we have positive associations but cannot remember specific elements of the advertisement and have no idea what brand to associate with that vague positive reaction (Jacoby and Hoyer 1989). Academic research has consistently demonstrated the difficulty that consumers have linking advertising messages to brand names, particularly in highly competitive advertising
The marketing of ad campaigns is a complex, complex, expensive, and time consuming task. Advertising industry stakeholders have created strong, defined and flexible, high-quality advertising campaigns to reduce both the amount of exposure to a brand-associated message, and to maintain the brand’s high and sustained relevance and quality (Harmony & Cane 1991. In this article, I address some of these issues in depth.) The purpose of this post is to introduce the concept of effective and effective advertising campaigns (AEP). AEPs are products that contain powerful, targeted ads with high frequency, repeatable content on multiple websites, and that are designed to engage consumers and keep them engaged. Many AEPs are designed for both primary and secondary audiences (Harmony & Cane 1991). The primary use of AEPs is to stimulate the interaction between the consumer and the AEP. An adequate number of AEPs are developed in a time-efficient manner. An efficient advertising process requires a highly creative, high quality marketing, and the use of innovative, creative marketing strategy.
Advertising campaigns are designed to engage consumers:
First, the buyer needs to provide a clear, descriptive name, as well as the target audience (targeters are those who are interested primarily in receiving the advertising). The buyer is responsible for identifying both the advertisement and the target target. The brand names and/or marketing messages on the ad must be recognizable. The target audience need not be familiarized with a brand label to engage the target. Once the target audience is engaged with the advertising, the AEP must be a consistent, high quality, targeted message that is also effective and relevant to the buyer. The effectiveness of an AEP is measured as two things: whether it has a significant impact on the target audience; and whether it can have a greater effect on the consumers’ perceptions of the advertising (Harmony and Cane 1991). The effectiveness of an AEP is evaluated when an AEP that is consistently effective is promoted to the “best” possible advertiser as long as they do not introduce any changes at the expense of the effectiveness of any existing AEP designed to sell the business. As such, the most effective form of marketing to the target consumer is to get them to go through the AEP, but do not change the brand name or marketing material as long as they do not offer modifications to the intended audience. The same should have been said of an AEP that will attract well-nourished consumers when it is advertised to them (Cane and Hemmers 1986).
Another important factor in determining the effectiveness of a market research or advertising program depends on the purpose of the research or advertising. As such it is important to define the purpose of research and advertising programs. The purpose may be to provide recommendations that guide the advertisers and to evaluate how well the program’s results are received from the market and the relevant stakeholders (Harmony & Cane 1991). There are many factors to consider when identifying the purpose of a market research or advertising program that determine whether an AEP is effective, even if its effectiveness may change later in the same research or advertisement. An