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- Title
Increasing brand awareness: Memory for short audio ads.
- Authors
Johnson, Vinith; Zhu, Zhen; Anguera, Roger; Bollinger, Jacob; Eccles, Jonathan; Hardtke, David; Breza, Maria; Zanto, Theodore P.
- Abstract
As digital streaming media matures, consumers and publishers have become interested in short duration ads (i.e., <10 s). However, previous research on memory retention for short‐duration ad content utilized video or audio–video experiences where attention is directed toward the ad. Therefore, it is unclear whether this study is relevant to audio‐only content, and it is unknown if similar memory retention may be achieved when attention is not directed toward the ad (i.e., incidental memory). To study the incidental memory of short audio ads, participants were recruited to play a driving game while listening to music with periodic ad breaks (pods). Each pod contained a 2, 4, and 8‐s ad. Results showed each ad duration was able to leave an impression on both recall and recognition memory. Whereas the duration of the ad generally did not affect incidental memory, ads placed first or last in a pod were remembered best. Together, the data indicates that audio ads less than 10‐s are a viable option to raise awareness for brand name, product name and company location. Moreover, these results indicate audio ads may leave an impression even when the listener is engaged in other tasks, such as driving or playing a video game.
- Subjects
BRAND awareness; ADVERTISING; MEMORY
- Publication
Psychology & Marketing, 2021, Vol 38, Issue 11, p1960
- ISSN
0742-6046
- Publication type
Article
- DOI
10.1002/mar.21558