INCREASING BRAND-NAME RECALL IN PRINT ADVERTISING AMONG ASIAN CONSUMERS

The authors replicate and extend previous research on the effects of p ictures, consumer information-processing level, ad meaning, and ad exp osure on brand name recall by using consumers in a different culture. The findings indicate the robustness of the effects of those factors o n recall. Specifically, better recall was obtained with ads containing pictures and words than with words-only ads, with ads processed seman tically than with ads processed sensorially, with ads having high leve l of meaning, and with ads that were repeated. Use of a high-meaning p icture-and-words ad that was processed semantically and repeated achie ved an improvement of nearly 52% in brand name recall over use of a lo w-meaning words-only ad that was processed sensorially and shown once to subjects. The most significant contributor to explaining brand reca ll variation is the level-of-meaning factor, followed by ad exposure, level of processing and ad type. Several significant interactions amon g those factors also were observed that replicate and extend prior fin dings in psychology and marketing research. Implications of the result s are discussed and future research directions are suggested.