... and authors. The full terms of this licence may be seen at Link to the terms of the CC BY 4.0 licence. Memory Recognition Recall Competitor brands Advertising Impairment Competitive interference Repetition Repetition is one of the most common marketing communication strategies used...

... of the following alternatives: no humour (Study 1) or non-disparaging humour (Study 2). Sense of superiority, brand attitude, ad claim recall and the perceived humorousness of the ad were then assessed. Findings Featuring disparaging humour in an ad increased participants’ sense of superiority, but only among...

...-after recall scores. Design/methodology/approach – This paper discusses literature from anecdotal business journalism, cognitive science and behavioral economics that attempt to explain and accurately predict high-impact advertising. The commentary considers the value of using checklists...

...Malcolm J. Wright Purpose – The purpose of this paper is to discuss Armstrong et al.’s (2016) finding that ads that more closely follow evidence-based persuasion principles also achieve higher day-after-recall. Design/methodology/approach – The author evaluates the importance...

...François Anthony Carrillat; Alain d'Astous; François Bellavance; François Eid Purpose – The purpose of this paper is to assess the effectiveness of field sponsorship through sponsor recall and recognition across two environments that differ on the degree of felt presence they trigger among...