Abstract: The proliferation of sponsored content (e.g., product placement) in television programmes has been a cause of concern as it may violate the right of consumers to know that a message is sponsored. Therefore, new regulations obligate broadcasters to disclose sponsored content. To achieve its goal of informing the consumer, a sponsorship disclosure must be effectively communicated. This study explores how audience and disclosure characteristics influence memory of sponsorship disclosures. Results show that a disclosure at the beginning of a programme results in less disclosure memory compared to a disclosure in the middle or at the end of a programme. The duration of the disclosure does not directly influence disclosure memory, but a disclosure is best remembered when it is displayed longer and viewers are familiar with the programme. Additionally, viewers’ programme and disclosure familiarity increase the chance that a disclosure is remembered, while programme involvement decreases disclosure memory. These results contribute to advertising theory and may be useful in the development of effective sponsorship disclosures, as they indicate several conditions under which disclosures are more likely to be remembered.
The program Persuasive Communication addresses those communication processes that are intended to achieve specific persuasive goals, as is the case in, for instance, marketing communication, health education, and public information campaigns. The research is aimed at understanding the dynamics that shape uses and effects of mediated persuasive communication. Read more >>
Tag cloudMarketing communication Intercultural communication Entertainment Education Branding Social media Interpersonal communication WOM Advertising Context effects Online advertising Sustainability Product placement Disclosures Food advertising In game advertising Environmental cues Publicity Tailoring Health communication Customer Media Cross-media CommunicAging Media multitasking eWOM Implicit measures Health literacy E-health