RECALL OF TELEVISION ADVERTISEMENTS AS A FUNCTION OF PROGRAM-EVALUATION

The effects of program content and program evaluation on viewers' abil ity to remember advertisements placed in the middle of a television pr ogram were examined. University undergraduates (N = 129) took part in what was described to them as a program evaluation study. Results show ed no differences in recall as a function of the content of the progra m watched, but program evaluation ratings were significantly related t o recall of advertisements. Greater program involvement as indicated b y measures of liking, perceived credibility, perceived contemporaneity , and affective response was associated with poorer free and cued reca ll of advertising content.