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Scan for more about the ARF September 2016, Volume 56, No. 3 HOW RECALL WORKS IN ADVERTISING Editor’s Desk How Does Recall Work In Advertising? P229 G. Precourt Speaker’s Box Advertising Creativity: Some Open Questions P235 A. J. Kover, Fordham University Spot Length and Unaided Recall in Television: Optimizing Media Planning Variables in Advertising Breaks Greater recall results from lower levels of advertising clutter, report J. D. Martín-Santana (Universidad de Las Palmas de Gran Canaria), P. Reinares-Lara, and E. Reinares-Lara (Universidad Rey Juan Carlos, Madrid). Advertisers should seek to negotiate insertion of their longer spots in shorter ad blocks. P 274 Limited-Interruption Advertising in Digital-Video Content: Comparing the Effects of “Midroll” vs. “Preroll” Spots and Clutter Advertising Authors J. Brechman (The College of New Jersey), S. Bellman (Ehrenberg-Bass Institute/University of South Australia), J. A. Robinson (RMIT), with A. Rask and D. Varan (MediaScience) find that less is more: Fewer advertising breaks, with fewer and shorter spots help break up the clutter and improve recall. P 289 Comparing Brand Placements and Advertisements on Brand Recall and Recognition A strategy that combines commercials with brand placements in TV programs might enhance the persuasiveness of a message. It also costs less than buying two spots in a commercial break. D. Davtyan (University of Texas/Austin), K. Stewart (California State University/San Marcos, I. Cunningham (University of Texas/Austin) P 299 Can Brand Users Really Remember Advertising More Than Nonusers? Testing an Empirical Generalization across Six Ad Awareness Measures The user bias in memory for advertising is not a measurement artifact but a real phenomenon, occurring under a wide range of conditions. K. Vaughan, V. Beal, J. Romaniuk (Ehrenberg-Bass Institute). P 311 VIEWPOINT l What 80 Years of Study Means for the Future of Advertising Research After nearly a century of research, the same drivers— more platforms, shifts in consumer trends, and methods and data source innovation—will shape future work in new ways. H. Stipp, ARF P 231 NUMBERS, PLEASE l Political Advertising: Strategies for Practitioners How data analytics, social media, and creative strategies shape U.S. presidential campaigns. G. M. Fulgoni, A. Lipsman, C. Davidsen, comScore P 239 EMERGING MARKETS l The Future of Advertising In China Insights from practitioners on advertising creativity in China. J. Bilby, M. Reid, L. Brennan, RMIT, Melbourne P 245 OUTDOOR ADVERTISING l The Role of Location And Visual Saliency How to effectively capture drivers’ attention. R. T. Wilson, Texas State University; J. Casper, Traffic Audit Bureau for Media Measurement P 259 ARF DAVID OGILVY AWARDS l Masters of Insight Adapted excerpts of winning case studies from the 2016 David Ogilvy Awards P 321
