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Processing outdoor posters: product- and brand recognition in a split of a second

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International Advertising and Communication

Abstract

How do consumers process outdoor posters within a split of a second? The very short time it takes to recognise the brand and the product advertised on 187 outdoor posters was measured using a tachistoscope and explained by 80 content and format variables (R2 = 64% and 57%).

Product recognition is enhanced by clear branding (brand name, pack shot), including new product information and slowed down by large amounts of text, different colours and pictures of people (especially with eye contact).

Quick brand recognition is also enhanced by branding and slowed down by large and long headlines, information cues, humour and pictures of women.

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Author information

Authors and Affiliations

  1. Veldkamp Market Research in Amsterdam, the Netherlands

    Mandy Klerkx (Research Manager)

  2. Intomart GfK, The Amsterdam

    Lex van Meurs (Research Manager)

Authors
  1. Mandy Klerkx
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  2. Lex van Meurs
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Editor information

Sandra Diehl Ralf Terlutter

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© 2006 Deutscher Universitäts-Verlag ∣ GWV Fachverlage GmbH, Wiesbaden

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Klerkx, M., van Meurs, L. (2006). Processing outdoor posters: product- and brand recognition in a split of a second. In: Diehl, S., Terlutter, R. (eds) International Advertising and Communication. DUV. https://doi.org/10.1007/3-8350-5702-2_7

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