COMPOUNDING CONSUMER INTEREST: Effects of Advertising Campaign Publicity on the Ability to Recall Subsequent Advertisements

It is frequently assumed by marketing practitioners that ad effectiveness could be substantially improved by publicity surrounding advertising campaigns. This assumption was empirically tested by examining the effects of Super Bowl advertising campaign information in news stories on consumers' memory of the subsequent ads. Synergy between two promotional tools--marketing publicity and advertising--was detected. Previous advertising research has explained, to a degree, why some ads are better recalled from the crowded pool of ads. The present study suggests preadvertising publicity about an ad campaign as another consideration. Such publicity could be an effective tool in integrated marketing communication (IMC).