Fluency in Commercial Breaks: The Impact of Repetition and Conceptual Priming on Advertising Effectiveness

• In Event: Advertising and Branding

Abstract

Media organizations offer the options of tandem ads and exclusivity in commercial TV-breaks as beneficial but pricey upgrades, while there is no empirical evidence of a positive impact on the effectiveness of the advertising message. The theoretical concept of processing fluency is used to formulate hypotheses, which are verified by an online experiment with a 2x2-between subject design. A total of 325 females watched a commercial block that either included a specific deodorant commercial in the form of a tandem ad or a coherent ad and contained either a competing ad or no competing ad. The participants who watched the tandem ad had better recollection of the deodorant brand, but did not report higher brand evaluation or behavioral intention compared to the participants who watched the coherent deodorant commercial. The participants who watched the competing ad shortly beforehand indicated higher brand memory, evaluation and behavioral intention comparatively.

Authors

• Priska Breves, U Wuerzburg

• Nicole Liebers, Universität Würzburg

• Christiana Schallhorn, U of Wuerzburg

• Holger Schramm, U of Wuerzburg, Germany