Brand recall: de effecten van eigenschappen van commercials op recall

In this paper the effects of commercial characteristics on brand-recall by consumers will be discussed. The studied commercial characteristics are length and serial position of the commercial, and the number of commercials in a specific block. Each of these three characteristics has been depicted in its own research subquestion, and six hypotheses have ultimately been derived. Research data has been gathered using quantitative interviews (N=57). In total 30 commercials have been investigated, divided into three commercial blocks of different lengths. Aided as well as unaided recall has been examined. Analysis of the gathered data resulted in several conclusions. Length, primacy and recency of a commercial has a positive impact on brand recall. However, no valid conclusions could be drawn about the effect of the number of commercials in a given block on brand recall, due to a limited number of commercials studied.