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

Abstract

SummaryPrevious 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.

How online advertising competes with user-generated content in TripAdvisor. A neuroscientific approach

“…We also found that valence was not statistically significant for increasing ad recall. Our findings support previous studies on the effects of congruence (Simola et al, 2013).…”

How online advertising competes with user-generated content in TripAdvisor. A neuroscientific approach

“…We also found that valence was not statistically significant for increasing ad recall. Our findings support previous studies on the effects of congruence (Simola et al, 2013).…”

Attention, memory and preference for direct and indirect print advertisements

“…Further, more frequent fixations on ads during the initial exposure were associated with more accurate recognition of the ads without logos in Experiment 2. In accordance with previous findings (Pieters et al, 2002;Simola et al, 2013), these results…”

“…Nevertheless, the combined analysis of attention and memory results showed that frequent fixations on brand logos during the initial exposure were associated with improved logo recognition. This result is in line with our hypothesis and previous findings (Pieters et al, 2002;Simola et al, 2013), indicating that attention enhances subsequent memory for brands. However, no association between the total number of fixations on the ads and recognition for ads without logos was observed.…”

“…In accordance with our hypothesis, the brand logos of indirect ads were memorized and preferred over the logos of direct ads. Moreover, attention to brand logos and ads during initial exposure enhanced subsequent memory for both brands and ads, replicating previous findings (Pieters et al, 2002;Simola et al, 2013). Data from the online survey further confirmed that indirect ads were perceived as more original, surprising and intellectually challenging than direct ads, and that interpreting the meanings of the indirect ads was more difficult than in direct ads.…”

“Transformation or not?” the effect of broadcasters' role orientation transformation on their direct income

“…Firstly, previous studies on regulatory engagement theory have primarily focused on the discrimination or influence factors of the theory model (Higgins, 1997(Higgins, , 2006Wang and Lee, 2006;Higgins and Scholer, 2009;Pham and Avnet, 2009;Martinez and Bryant, 2016;Minto and Trincanato, 2021). Moreover, most practical research has centered on the information dissemination of traditional print media (Zhu et al, 2019;Wang and Lee, 2006;Werth and Foerster, 2007;Simola et al, 2013). However, our empirical results demonstrate that in the realm of brandnew information communication technology, such as live streaming, consumers' judgment of the desired object aligns with regulatory theory.…”

How online advertising competes with user-generated content in TripAdvisor. A neuroscientific approach

“…We also found that valence was not statistically significant for increasing ad recall. Our findings support previous studies on the effects of congruence (Simola et al, 2013).…”

Attention, memory and preference for direct and indirect print advertisements

“…Further, more frequent fixations on ads during the initial exposure were associated with more accurate recognition of the ads without logos in Experiment 2. In accordance with previous findings (Pieters et al, 2002;Simola et al, 2013), these results…”

“…Nevertheless, the combined analysis of attention and memory results showed that frequent fixations on brand logos during the initial exposure were associated with improved logo recognition. This result is in line with our hypothesis and previous findings (Pieters et al, 2002;Simola et al, 2013), indicating that attention enhances subsequent memory for brands. However, no association between the total number of fixations on the ads and recognition for ads without logos was observed.…”

“…In accordance with our hypothesis, the brand logos of indirect ads were memorized and preferred over the logos of direct ads. Moreover, attention to brand logos and ads during initial exposure enhanced subsequent memory for both brands and ads, replicating previous findings (Pieters et al, 2002;Simola et al, 2013). Data from the online survey further confirmed that indirect ads were perceived as more original, surprising and intellectually challenging than direct ads, and that interpreting the meanings of the indirect ads was more difficult than in direct ads.…”

“Transformation or not?” the effect of broadcasters' role orientation transformation on their direct income

“…Firstly, previous studies on regulatory engagement theory have primarily focused on the discrimination or influence factors of the theory model (Higgins, 1997(Higgins, , 2006Wang and Lee, 2006;Higgins and Scholer, 2009;Pham and Avnet, 2009;Martinez and Bryant, 2016;Minto and Trincanato, 2021). Moreover, most practical research has centered on the information dissemination of traditional print media (Zhu et al, 2019;Wang and Lee, 2006;Werth and Foerster, 2007;Simola et al, 2013). However, our empirical results demonstrate that in the realm of brandnew information communication technology, such as live streaming, consumers' judgment of the desired object aligns with regulatory theory.…”

How online advertising competes with user-generated content in TripAdvisor. A neuroscientific approach

“…We also found that valence was not statistically significant for increasing ad recall. Our findings support previous studies on the effects of congruence (Simola et al, 2013).…”

Attention, memory and preference for direct and indirect print advertisements

“…Further, more frequent fixations on ads during the initial exposure were associated with more accurate recognition of the ads without logos in Experiment 2. In accordance with previous findings (Pieters et al, 2002;Simola et al, 2013), these results…”

“…Nevertheless, the combined analysis of attention and memory results showed that frequent fixations on brand logos during the initial exposure were associated with improved logo recognition. This result is in line with our hypothesis and previous findings (Pieters et al, 2002;Simola et al, 2013), indicating that attention enhances subsequent memory for brands. However, no association between the total number of fixations on the ads and recognition for ads without logos was observed.…”

“…In accordance with our hypothesis, the brand logos of indirect ads were memorized and preferred over the logos of direct ads. Moreover, attention to brand logos and ads during initial exposure enhanced subsequent memory for both brands and ads, replicating previous findings (Pieters et al, 2002;Simola et al, 2013). Data from the online survey further confirmed that indirect ads were perceived as more original, surprising and intellectually challenging than direct ads, and that interpreting the meanings of the indirect ads was more difficult than in direct ads.…”

“Transformation or not?” the effect of broadcasters' role orientation transformation on their direct income

“…Firstly, previous studies on regulatory engagement theory have primarily focused on the discrimination or influence factors of the theory model (Higgins, 1997(Higgins, , 2006Wang and Lee, 2006;Higgins and Scholer, 2009;Pham and Avnet, 2009;Martinez and Bryant, 2016;Minto and Trincanato, 2021). Moreover, most practical research has centered on the information dissemination of traditional print media (Zhu et al, 2019;Wang and Lee, 2006;Werth and Foerster, 2007;Simola et al, 2013). However, our empirical results demonstrate that in the realm of brandnew information communication technology, such as live streaming, consumers' judgment of the desired object aligns with regulatory theory.…”