Remembering Commercials Presented in Different Media

Subjects attended to three advertisements presented in three different media (print, audio‐only and audiovisual). They were tested for cued recall of the content immediately after presentation. Though there were no significant differences in recall between the three advertisements, there was a significant medium effect and a significant interaction. Overall memory for material was best from print and worst in the audiovisual condition, with audio‐only presentation intermediate between the two. Results indicate that reading advertisements can produce more effective retention than does watching them on television, although they may be different in length and content. Differences between the results of this study and others similar to it are discussed. The possible relevance of this research for advertisers and educationists in general is also mentioned.