Attention and Memory for Newspaper Advertisements: Effects of Ad-Editorial Congruency and Location

Summary Previous research suggests that the same ad can have different effects depending upon the media context in which the ad appears. This experiment investigated how the semantic relation between the content of advertisements and editorial texts, and the ad location on newspaper pages affect att...

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Bibliographic Details
Published inApplied cognitive psychology Vol. 27; no. 4; pp. 429 - 442
Main Authors Simola, Jaana, Kivikangas, Markus, Kuisma, Jarmo, Krause, Christina M.
Format Journal Article
LanguageEnglish
Published Chichester Blackwell Publishing Ltd 01.07.2013
Wiley
Wiley Subscription Services, Inc
Subjects
Activity levels. Psychomotricity
Advertisements
Advertising. Marketing. Consume behavior
Applied psychology
Biological and medical sciences
Brands
Cognitive psychology
Discrepancies
Eye movements
Fundamental and applied biological sciences. Psychology
Human
Learning. Memory
Logos
Memory
Print advertising
Psychology. Psychoanalysis. Psychiatry
Psychology. Psychophysiology
Vigilance. Attention. Sleep
Human
Newspaper
Congruence
Memory
Attention
Cognition
Experimental study
Advertising
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Summary:Summary Previous research suggests that the same ad can have different effects depending upon the media context in which the ad appears. This experiment investigated how the semantic relation between the content of advertisements and editorial texts, and the ad location on newspaper pages affect attention and memory for advertisements. We recorded participants' eye movements while they read newspaper articles to rate how interesting the texts were. Recognition for ads, logos, and editorial headlines was measured on the following day. Results revealed a discrepancy between attention and memory results, suggesting that incongruency increased attention to ads, whereas congruency improved recognition of ads. In addition, ads presented on the right attracted more attention and were recognized better than ads on the left. The results have implications for pretesting of advertisements, because attention and memory for ads were associated with higher preference for brands, and purchase intention was enhanced for the brands that were recognized. Copyright © 2013 John Wiley & Sons, Ltd.
Bibliography:istex:AA319BF43D27D22136BCACFA2ED9B8138664E181
Helsingin Sanomat Foundation - No. 4701609; No. 714004
Academy of Finland - No. 1115215; No. 1137511
ark:/67375/WNG-DC4XQBTW-K
ArticleID:ACP2918
ObjectType-Article-1
SourceType-Scholarly Journals-1
ObjectType-Feature-2
content type line 23
ISSN:0888-4080
1099-0720
DOI:10.1002/acp.2918