advertising recall , auch: ad recall

The survey studied 300 cases of advertising recall over 10 years in Canada and found that viewers were more likely to remember presentations that included humor, an element of intrigue or some esthetic repetition.

When a famous campaign is changed, it is still possible to carry out research on advertising recall for several years afterwards and find a substantial, sometimes even dominant, proportion of what is recalled being the old campaign.

UKTV teamed up with Billetts and a number of advertisers to measure the effect of reductions in minutage, advertising spots, programme trailers and the number of breaks on advertising recall.

In February 2004, UKTV reduced the length of its ad breaks in a bid to retain viewers and attract advertisers after results of its research show that shorter breaks produce higher advertising recall levels.