How brand mentions impact consumer attention, brand recall and evaluation

When it comes to advertising, brand recall is a key element in measuring the impact of an ad and brand mentions play an important role in that. At the same time, in order to obtain a full view on the impact of brand mentions on brand recall, we need to account for the fact that some consumers skip commercials prematurely.

Thus, more insight is needed on the “net” impact of brand mentions on brand recall when we account for their possible influence on consumer attention. Besides that, more insight is needed on how such effects may be (partially) explained through the link between brand mentions and consumers’ resulting attitudes towards the advertisement, such as enjoyment, distinctiveness and relevance.

“There must be a right balance between positive (brand linkage) and negative (viewership) effects of increased in-ad branding’’

To gain insights into this issue, we will build upon our previous research with two additional studies, conducted on the same data set that was obtained from the same online survey administered among ±1.200 Dutch respondents. By using the results of the additional studies, we ran different simulations to be able to examine the impact of additional brand mentions, while also accounting for the fact that not everyone is able to see these mentions because they already skipped the ad. The results provide concrete implications for advertisers.

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