Marketing Applications of Transactional Analysis: Some Empirical Support for Advertising

Hansen, Richard W.; Barry, Thomas E.; Reed, Herbert H.; McGill, Michael E.

doi:10.1080/00913367.1976.10672646

Cited by 10 publications

(5 citation statements)

References 8 publications

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“…Bello et al, 1983;Hansen et al, 1976;Kamins et al, 1991;Lambert, 1980;Murphy et al, 1979). Regardless of how much viewers may or may not be involved in a programme, the emphasis here is placed on the physical or semantic similarities that exist between advertisements and the programme in which they appear.…”

Section: Advertisement-programme Congruitymentioning

confidence: 99%

Children's memory for television advertising: effects of programme–advertisement congruency

Gunter

Baluch

Duffy

et al. 2002

Applied Cognitive Psychology

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The effects of the surrounding programme environment and level of involvement upon children's memory (year 6 primary school, mean age 11.1, SD ¼ 0.4, 48 boys and 69 girls) for television advertisements was examined by manipulating the degree of congruency between the production genre of the programme and the advertisements embedded within it. In Experiment One (n ¼ 56) the ad-break comprised either all cartoons (n ¼ 4) or all non-cartoons (n ¼ 4). In Experiment Two (n ¼ 61) cartoon and non-cartoon advertisements were equally represented in each ad-break. After viewing, participants provided evaluative ratings of the programme and completed memory tests for advertisements, using prompted recall and brand-recognition tasks. Memory performance overall was better for cartoon advertisements than for non-cartoon advertisements, with the latter being poorly remembered when presented in the non-cartoon programme. In Experiment Two, the programme had no effect on overall recall of advertising, but was related to brand recognition, which was better for advertisements placed in the cartoon programme. Free recall of non-cartoon advertisements was best when placed in the cartoon programme, while free recall only of cartoon advertisements was best when placed in the non-cartoon programme. The measures of audience involvement (programme ratings) did not show any significant correlation with memory for advertising.

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Section: Advertisement-programme Congruitymentioning

confidence: 99%

Children's memory for television advertising: effects of programme–advertisement congruency

Gunter

Baluch

Duffy

et al. 2002

Applied Cognitive Psychology

View full text Add to dashboard Cite

show abstract

“…Many aspects of a programme have been hypothesized to in¯uence advertising eectiveness. Among the context eects that have been investigated are programme-induced viewer mood (Axelrod, 1963;Goldberg and Gorn, 1987;Kamins, Marks and Skinner, 1991;Schumann, 1986); programme-advertisements congruity (Bello, Pitts and Etzel, 1983;Hansen et al, 1976;Horn and McEwan, 1982;Johnson, 1981;Kamins, Marks and Skinner, 1991;Lambert, 1980;Murphy, Cunningham and Wilcox, 1979); programme-induced viewer excitement (Singh, Churchill and Hitchon, 1987); attitude or liking for the programme (Clancy and Kweskin, 1971;Leach, 1981;Priemer, 1983;Schumann, 1986;Thorson and Reeves, 1986;Twyman, 1974); programme-induced viewer drive for closure (Kennedy, 1971); programme impact or appeal (Television Audience Assessment, 1984). In particular, programme-induced audience involvement has been reported to be an important context variable (Bryant and Comisky, 1991;Park and McClung, 1986;Siebert, 1978;Soldow and Principe, 1981;Thorson and Reeves, 1986;Thorson, Reeves and Schleuder, 1985).…”

Section: Introductionmentioning

confidence: 99%

Effects of programme context on memory of humorous television commercials

Furnham¹,

Gunter²,

Walsh³

1998

Appl. Cognit. Psychol.

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SUMMARYThis study examined the eects of programme context on the memory of humorous television advertisements among a youth sample aged 16 to 18 years. Additionally, the relationship between the enjoyment and involvement properties of the programme and memory for advertisements were investigated. An experimental design was developed to test the memory for a set of six humorous and a set of six non-humorous advertisements within two programme contexts ± a news bulletin and a comedy show. Findings indicated that unaided recall for advertisements was aected by programme type with memory for advertising being better from news than from comedy. Further, memory for humorous advertisements was better than that for non-humorous advertisements. Audience involvement with, and enjoyment of, the surrounding programme were found to be associated with poorer memory for advertisement content. #

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“…Among the context eects that have been investigated are programme-induced viewer mood (Axelrod, 1963;Goldberg and Gorn, 1987;Kamins, Marks and Skinner, 1991;Schumann, 1986); programme-advertisements congruity (Bello, Pitts and Etzel, 1983;Hansen et al, 1976;Horn and McEwan, 1982;Johnson, 1981;Kamins, Marks and Skinner, 1991;Lambert, 1980;Murphy, Cunningham and Wilcox, 1979); programme-induced viewer excitement (Singh, Churchill and Hitchon, 1987); attitude or liking for the programme (Clancy and Kweskin, 1971;Leach, 1981;Priemer, 1983;Schumann, 1986;Thorson and Reeves, 1986;Twyman, 1974); programme-induced viewer drive for closure (Kennedy, 1971); programme impact or appeal (Television Audience Assessment, 1984). Many aspects of a programme have been hypothesized to in¯uence advertising eectiveness.…”

Section: Introductionmentioning

confidence: 99%

Effects of programme context on memory of humorous television commercials

Furnham

Gunter

Walsh

1998

Appl. Cognit. Psychol.

View full text Add to dashboard Cite

This study examined the effects of programme context on the memory of humorous television advertisements among a youth sample aged 16 to 18 years. Additionally, the relationship between the enjoyment and involvement properties of the programme and memory for advertisements were investigated. An experimental design was developed to test the memory for a set of six humorous and a set of six non‐humorous advertisements within two programme contexts—a news bulletin and a comedy show. Findings indicated that unaided recall for advertisements was affected by programme type with memory for advertising being better from news than from comedy. Further, memory for humorous advertisements was better than that for non‐humorous advertisements. Audience involvement with, and enjoyment of, the surrounding programme were found to be associated with poorer memory for advertisement content. Copyright © 1998 John Wiley & Sons, Ltd.

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Marketing Applications of Transactional Analysis: Some Empirical Support for Advertising

Cited by 10 publications

References 8 publications

Children's memory for television advertising: effects of programme–advertisement congruency

Children's memory for television advertising: effects of programme–advertisement congruency

Effects of programme context on memory of humorous television commercials

Effects of programme context on memory of humorous television commercials

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