Effects of Advertisement Type and Mode of Presentation on Capability to Remember Research Paper

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The advertising and marketing sectors have seen the use of novel tools like cell phones, computer network, internet and computerized games in the modern eras. The effects of such novel tools as well as the explosion of broadcasting stations has led to stiff rivalry within the current advertising sector. Moreover, diverse broadcasting networks have to contend with redundancy in the conventional methods of advertising they used previously due to the disintegration of the consumers, market overload as well as reduced consumer focus. This has forced the broadcasting fraternity and stakeholders to devise methods geared towards product familiarization through various presentation mediums that encourage product cognizance as well as advertising memory recall techniques to facilitate ingenuity in product delivery. Without a doubt, the marketing sector has forever endeavored to reduce the lack of focus from consumers (Arrazola, de Hevia and Reinares, 2016).

As such, it is pertinent for the advertising experts to estimate how successful these methods of marketing as well as presentation instruments are. As a matter of fact, research indicates that visual memory in human beings is impeccable, whereby the recollections are kept discretely as well as safeguarded from intrusion, even in cases where tons of observed images interpose themselves. Prevailing studies have likewise revealed enormous ability in visual aspects during continual memory to remember more than 2,000 visuals and also identify the kind, nominal as well as inclination variations in objects (Blake, Nazarian and Castel, 2015).

On the other hand, advertising gurus as well as academics have deliberated on how the concentration levels of viewers is a rare phenomenon which is sporadic as well as obscure. The emergence of public networks and communication platforms has elevated this intricacy. More so, given the present age of juggling diverse communication platforms in which viewers engage in numerous activities, concurrently, like viewing TV programs while responding to cellular messages; the level of distraction is at an all-time high. These multitasking consumers have shown the tendency to perform very poorly in memory exams especially those related to advertising recognition and recall (Angell, Gorton, Sauer, Bottomley and White, 2016). Therefore, attention happens to be a limited resource, and its dissection by advertising presentation modes and advertisement types raises the question: what effect does advertisement type and mode of presentation have on viewer’s ability to recall?

This purpose of this study is to assess the effects of advertisement type and mode of presentation on viewer’s recall ability. The researchers will assess how everyday attention of the selected logos can be potentially facilitated by method of presentation and affected by type of company the logo is from. The dependent variable of this study is the ability of participants to recall the company logos and the Independent Variables are “Type of Company Logo” and “Mode of Presentation”.

The proposed study is somewhat similar to “The Apple of the mind’s eye: Everyday attention, metamemory, and reconstructive memory for the Apple logo” carried out by Adam Blake et al. as both test recall of a common, everyday logos through having participants illustrate a logo. The key difference is that researchers in the seed article did not implement a method of manipulation to assess what could potentially affect recall of the Apple logo. In our study we use advertisement type and presentation modes as stimulus to review their impact on everyday recall.

Methods

Participants

The participants will be 25 college students who will participate in the study for class credit.

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Taking into consideration the problems of identifying the relevant sample applicants for the study who will show willingness to be surveyed by the researchers along with the time and budget restraints, a non-random sample may be selected. The subjects will be identified by personal connections through the societal enclave and the study will be organized unofficially with the assistance of personal networks.

Design

The study used 2 x 2 within subject design i.e. the same participants will be used for all conditions. The first independent variable is the mode of presentation, which is the manner in which the logo is presented to the participant. There will be two levels for this first independent variable — the first level will be a video advertisement and the second level will be a stationary image of an advertisement containing the logo. The second independent variable is the type of logo, which pertains to the company the logo is derived from. The two levels for this second independent variable will be two popular fast food companies (McDonalds and Burger King) and two prominent internet retail companies (eBay and Amazon). Four different company logos will be used for different conditions; McDonalds, Burger King, eBay and Amazon logos will be used in all the conditions. The dependent variable of the study will be the ability of participants to recall the company logos. The recall will be operationalized by measuring how many accurate components each participant will be able to draw when asked to illustrate the logo. Experimenters will list key features for each logo, including the color scheme, and provide a point for each component a participant accurately draws (Blake, Nazarian and Castel, 2015).

Materials and Apparatus

A closed ended questionnaire will be used to assess the confidence level of the subjects. In addition, a blank sheet of drawing papers will be used so as to draw the logos. In addition, the researchers will also use television for showing the 4 advertisements and print materials as well for the same reasons. The key instrument used in this study is a five-point Likert scale to assess the confidence level of the subjects.

Procedure

At the outset, a non-random sample of 25 college will be selected for this study through the researchers’ personal network. Subsequently, the participants will be asked to sign an “informed consent” form. All the respondents will be given copies of this form before the time of the study so that they can also familiarize themselves with the study’s topic and their role in it. Once they sign their consent forms and give it back to the researchers, a suitable date, time and place will be decided for the study. The study will be carried out within the university’s premises, where adequate research apparatus is accessible, to save time and budget as well.

Before commencing the study, the researchers will make sure that that the testing space does not showcase any logo of any company all through the experiment. All 25 subjects will be exposed to all the conditions. In the first condition, participants will be exposed to video advertisements of all four companies….....

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