Breaking Through The Clutter: Benefits of advertisement originality and familiarity for brand attent

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Breaking Through The Clutter Benefits of
advertisement originality and familiarity for
brand attention and memory Research byRik
Pieters Luk Warlop Michel Wedel. Published at
Management Science, June 2002 vol.48 p765(17)
presented byMichelle GriffinEyal Golan
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Breaking through the clutter Benefits of
advertisement originality and familiarity for
brand attention and memory

• Overview
• Introduction
• Originality and Familiarity Effects
• Modeling Ad Originality Familiarity Effects on
  Attention Memory
• The Study
• Results
• Conclusions

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Breaking through the clutter Benefits of
advertisement originality and familiarity for
brand attention and memory

• Introduction
• Breaking through the clutter
• Maximize attention and memory for brands
• Which factors affect consumers attention? How
  attention drives memory?
• Strategy 1 outnumber / outsize
• Strategy 2 outsmart (original)
• Risk of being original/creative
• When unfamiliar (attention to ad not to band),
  and when become familiar (attract less attention)
• Originalitys effect on brand memory wasnt
  tested. Whats new in this research?
• Testing the influence of ad originality and
  familiarity on on attention and memory for the
  advertised brands (rather than forced exposure)
• May ads / many consumers (rather than a single ad
  / tactic)
• Attention measured by detailed data collected
  using infrared eye-tracking methodology (rather
  than time spent of ads)

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Breaking through the clutter Benefits of
advertisement originality and familiarity for
brand attention and memory

• Originality and familiarity effects
• Whats Originality?
• New Ways to Present Selling Propositions
• Defamiliarization to stimulate viewers to
  think about familiar issue for new perspectives.
• Techniques include humor, metaphors, wordplay
  etc.

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Breaking through the clutter Benefits of
advertisement originality and familiarity for
brand attention and memory

• Originality and familiarity effects
• Ad originality effects on attention and memory
• Content of Print Ad Brand, Text, Pictorial
• Original ad
• Print and text have low probability of prior
  e-occurrence with the product
• Avoid obvious associations
• Challenges the viewer to think what

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Breaking through the clutter Benefits of
advertisement originality and familiarity for
brand attention and memory

• Originality and familiarity effects
• Ad originality effects on attention and memory
  (cond)
• Therefore
• Hypothesis 1
• Ad originality promotes attention to the
  advertised brand
• Attention Elaboration Strengthening of brand
  association in memory
• If supported, then ad originality promotes brand
  memory INDIRECTLY (I.e. through attention)

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Breaking through the clutter Benefits of
advertisement originality and familiarity for
brand attention and memory

• Originality and familiarity effects
• Ad originality effects on attention and memory
  (cond)
• Originality More associations Distinction
  Better Memory
• Therefore
• Hypothesis 2
• Ad originality promotes brand memory, independent
  of attention

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Breaking through the clutter Benefits of
advertisement originality and familiarity for
brand attention and memory

• Originality and familiarity effects
• Originality Effects of Familiar Advertisements
• Familiar Ad
• Were seen or heard before
• By actual experience or by context effect (sense
  of familiarity)
• Obviously, require less attention (after 3
  exposures, attention drops by 50)
• Therefore
• Hypothesis 3
• Ad originality moderates the decrement in
  attention due to ad familiarity

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Breaking through the clutter Benefits of
advertisement originality and familiarity for
brand attention and memory

• Originality and familiarity effects
• Originality Effects of Familiar Advertisements
  (cond)
• Elements of familiar stimulus are stored and
  accessed as a single unit Improve memory
  performance Better memory to familiar brands
• Original stimuli promotes more associations
  with other information Better
  memory performance since there multiple pathways
  to the stored stimuli
• Therefore
• Hypothesis 4
• Ad originality moderates the increment in brand
  memory due to ad familiarity, independent of
  attention

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Breaking through the clutter Benefits of
advertisement originality and familiarity for
brand attention and memory

• Originality and familiarity effects
• Originality Effects of Familiar Advertisements
  (cond)
• When Hypothesis 3 and Hypothesis 4 are combined
• Original Ads
• Moderates negative effect on attention
• Positive effect on memory

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Breaking through the clutter Benefits of
advertisement originality and familiarity for
brand attention and memory

• Modeling Advertisement Originality Familiarity
  Effects on Attention Memory
• 119 consumers, exposed to 58 print ads in 2
  magazines
• Eyes movements and fixations to assess the
  information extracted from print ads
• Eye fixation durations are recorded to each of
  the 3 elements (text, pictorial, brand)
• Assessing ability to recall the advertised brands
  accurately

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Breaking through the clutter Benefits of
advertisement originality and familiarity for
brand attention and memory

• Modeling Advertisement Originality Familiarity
  Effects on Attention Memory
• Assess how ad originality familiarity
  influence the attention
• Visual attention during eye fixation
• Extracted information is fixed for each fixation
  period
• But varies from ad to ad and from consumer to
  consumer

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Breaking through the clutter Benefits of
advertisement originality and familiarity for
brand attention and memory

• Modeling Advertisement Originality Familiarity
  Effects on Attention Memory
• Mathematically, the information phi extracted
  by consumer i at the kth fixation from the j
  elements of the lth ad, is represented using a
  "dual heterogeneity" formulation
• phiijkl muj zetajl vji. (1)
• Where,
• ..

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Breaking through the clutter Benefits of
advertisement originality and familiarity for
brand attention and memory

• Modeling Advertisement Originality Familiarity
  Effects on Attention Memory

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Breaking through the clutter Benefits of
advertisement originality and familiarity for
brand attention and memory

• The Study
• Advertising Stimuli Participants
• 58 full-page advertisements
• Two publication (Elsevier Allerhande)
• 119 people (64 male, 55 female)
• Average age 38 years
• 35 had college degree
• Paid 20 each

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Breaking through the clutter Benefits of
advertisement originality and familiarity for
brand attention and memory

• The Study
• The Eye-Tracking Procedure
• Paged through 4 random magazines
• Magazines were fixed to the table
• Each went at their own pace
• Average time 30 minutes

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Breaking through the clutter Benefits of
advertisement originality and familiarity for
brand attention and memory

• The Study
• Brand Memory Task
• Brand Recall
• Ad Originality Familiarity
• Ads judged on 7-point scale

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Breaking through the clutter Benefits of
advertisement originality and familiarity for
brand attention and memory

• The Results
• Descriptive Results
• Fixated 7.16 times
• 24.1 identified correctly
• Ad Originality Familiarity Effects on Attention
• Support Hypothesis 1
• Increased originality Increased attention
• Support Hypothesis 3
• Interaction is positive

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Breaking through the clutter Benefits of
advertisement originality and familiarity for
brand attention and memory

• The Results
• Ad Originality Familiarity Effects on Memory
• Contributions to brand memory
• Counter Hypothesis 2
• Originality vs. Familiarity
• Support Hypothesis 4
• Highest accuracy from original, familiar ads
• Ad Originality Follow-up
• Text and pictorial originality judged separately
• Both contribute equally

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Breaking through the clutter Benefits of
advertisement originality and familiarity for
brand attention and memory

• Conclusion
• Ad originality promoted improvements in memory
• Limitations and Future Research
• Brand awareness as primary communication
  objective

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• Questions?