Abstract

Recall plays a vital role in advertising effectiveness. Television advertising memorability has however become quite challenging in recent times. This study therefore investigates factors responsible for the recall of television commercials using the survey and content analysis methods of research. The purposive sampling technique was employed in selecting 260 literate television viewers in Ibadan metropolis for the survey and sixteen television commercials for the content analysis. Findings reveal that features of an advertisement, viewers’ attention to adverts, advert liking, number of scenes/shots, clutter situation, demography and purchase intention are some of the factors which influence viewers’ recall of television advertisements. Findings have implications for message development in the advertising industry as results indicate that advertisements that consumers recall most are those which contain memorable lyrics and rhythm (music), clear messages, powerful action, distinct and catchy slogans, beautiful scenes, few shots and good product demonstration. The paper therefore recommends that creatives should pay more attention to advertising elements that have high memorable value when developing television advertisements.

Key Words: Advertising Recall, Television Commercials, Memory, Advertising Effectiveness, Consumers.

^JCMRJournal of Communication and Media Research, Vol. 7, No. 2, October 2015, 209 – 226 

©Delmas Communications Ltd.

About the authors

*Dr. Beatrice Adeyinka Laninhun, Ph.D. is a Senior Lecturer in the Department of Communication and Language Arts, University of Ibadan, Ibadan, Nigeria.

**Mrs. Imaobong Moses Essien is of the Department of Communication and Language Arts, University of Ibadan, Ibadan, Nigeria.

Full Article

Words: 7,175; Pages: 18