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Original Research
Department of Marketing
and Retail Management,
University of South Africa,
South Africa
3
Correspondence to:
Marlize Terblanche-Smit
Email:
marlize.terblanche-smit@
usb.ac.za
Postal address:
Private Bag X1, Matieland
7602, South Africa
Dates:
Received: 08 Aug. 2013
Accepted: 06 Sept. 2013
Published: 09 May 2014
How to cite this article:
Gerber, C., TerblancheSmit, M. & Crommelin, T.,
2014, Brand recognition in
television advertising: The
influence of brand presence
and brand introduction,
Acta Commercii 14(1), Art.
#182, 8 pages. http://dx.doi.
org/10.4102/ac.v14i1.182
Copyright:
2014. The Authors.
Licensee: AOSIS
OpenJournals. This work
is licensed under the
Creative Commons
Attribution License.
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Purpose: To assess the relationship between brand recognition and brand presence and brand
introduction.
Problem investigated: Brand recognition and recall are established advertising effectiveness
measurements to assess brand awareness. Of particular interest is whether encoding of brand
information as measured by brand recognition is influenced by brand presence and brand
introduction.
Design/methodology/approach: A meta-analysis was performed on responses to 25 television
advertisements, gathered from 50000 respondents.
Findings: The findings indicated a positive linear relationship between brand presence and
brand recognition but a negative linear relationship between brand introduction and brand
recognition, whilst brand introduction and brand presence predicted variance in brand
recognition.
Value of research: The researchers concluded that a brand should be present in an
advertisement for about two-thirds of the time for optimum brand recognition.
Introduction
Organisations have learned that the ability to communicate effectively and efficiently with their
target markets is critical to their success; advertising therefore occupies an important place in the
framework of modern-day marketing. A strategic marketing communication plan is one of the key
elements in integrated marketing communications; it allows marketers to build a synchronised
communication strategy that reaches every market segment with a single, unified message
(Czinkota & Ronkainen 2001; Egan 2007; Shimp 2010). Researchers and practitioners concur that
the task of marketing communications is to inform, persuade and remind consumers (directly or
indirectly) about the products or brands that companies offer. Mass media advertising has long
been the cornerstone of most brand-building efforts (Joachimsthaler & Aaker 1997; Ouwersloot &
Duncan 2008). Advertising represents the voice of a brand and is a means by which a brand can
establish a dialogue and build relationships with customers (Kotler & Keller 2009).
One of the major reasons for the growing importance of advertising over the past decade is
that advertising plays a major role in the process of developing and sustaining brand equity
(Belch & Belch 2004; Shimp 2010). Customers need information to be able to choose between
alternative brands (OGuinn, Allen & Semenik 2009; Strydom, Jooste & Cant 2000). A brand is
often a companys most valuable asset because it provides customers with a way of recognising
and specifying a particular product, should the customers want to choose it again or recommend
it to others. A brand is essentially a marketers promise to deliver a specific set of features,
benefits and services consistently to the consumer (Kotler & Keller 2009). Brands serve significant
communication functions and, in doing so, establish beliefs amongst consumers about the
attributes and general image of a product (Hoffman 2003; Laforet 2010).
Consumers are bombarded with increasing marketing messages about brands (McKay-Nesbitt et
al. 2011). Fragmentation and rising costs are also inhibiting marketing through traditional mass
media like television (Joachimsthaler & Aaker 1997). Consequently, marketers are constantly
faced with the challenge to build brand awareness both economically and efficiently in the minds
of consumers (Aaker 2010). One could thus assume that the building of strong brands begins
with creating brand awareness (Hauser 2011; Ye & Van Raaij 2004), so that consumers are able to
identify a brand through brand recognition or recall performance (Stapel 1998). An investigation
of the relationship between brand presence and brand recognition, as well as between brand
introduction and brand recognition, can contribute to the understanding of overall brand
recognition in television advertising.
http://www.actacommercii.co.za
doi:10.4102/ac.v14i1.182
Page 2 of 8
Original Research
Page 3 of 8
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Page 4 of 8
Methodology
For the purposes of this study the alcoholic beverage
industry was selected, since a number of alcohol brands
are included amongst the top ten strongest brands in South
Africa based on brand support, brand equity and brand
performance (Brandfinance 2013). Additionally, above-theline alcoholic beverage advertising spend during 2009 was
R1032 million, increasing to an estimated R1730 million
during 2011, which represented more than 5% of total abovethe-line advertising spend in South Africa (ARA 2013). A
meta-analysis was performed for the purposes of the study
being reported here. A meta-analysis is a statistical technique
for amalgamating, summarising and reviewing previous
quantitative research (Tustin et al. 2005:514). For the purposes
of this article, previous quantitative research was reviewed,
and recognition observations were scored to create new
Brand
introduction
Brand
presence
Original Research
Brand
recognition
http://www.actacommercii.co.za
doi:10.4102/ac.v14i1.182
Page 5 of 8
Findings
The 25 television advertisements that were used to
investigate brand recognition in the study were flighted on
television over a period of five years. For purposes of the
study on which this article reports, it was assumed that the
introduction and presence of brands in all advertisements
were equally visible.
Original Research
Page 6 of 8
Original Research
Model summary
Analysis of variance
Coefficients
R2
Adjusted R2
F (df)
Beta
.711
.505
.46
11.238* (2)
Brand introduction
.093
-.118
-.617
Brand presence
1.023
.632
3.318**
Model summary
Analysis of variance
Coefficients
R2
Adjusted R2
F (df)
Beta
.713
.508
.464
11.380* (2)
Brand introduction
1.971
1.219
1.678
Brand presence
-0.015
-0.525
-0.723**
Dependent variable:
Brand recognition
Conclusion
Enhanced advertising effectiveness, as measured by
increased brand recognition, can be obtained by increased
brand presence in an advertisement, and this assists the
process of encoding brand information in memory as stated
by Wilson and Till (2008). Improved brand recognition,
through increased brand presence in an advertisement,
supports the theory of the elaboration likelihood model
(ELM), which states that by improving attentive message
processing attitude, change can be effected. This will
ultimately influence behaviour (Petty & Cacioppo 1986).
From the results, it is recommended that, in order to increase
brand recognition of alcoholic beverage products, marketers
should increase the amount of time that the brand is shown
in advertisements. The brand should also be introduced as
early as possible in the advertisement. By increasing the time
a brand is present in an advertisement, as well as decreasing
the time that elapses before the brand is introduced in an
advertisement, brand recognition will be increased, ensuring
more effective marketing communication efforts.
As mentioned earlier, brand presence in alcoholic beverage
advertisements is not the only factor that can influence brand
recognition; factors relating to the brand also play a role. These
factors might include size of the brand, awareness levels of
the brand, life cycle stage of the brand as well as relevance
of the brand to consumers. It is necessary to understand
which of these factors influence brand recognition, and to
which degree each influences brand recognition, of alcoholic
beverage products through further research.
For the purposes of the study being reported here, it was
assumed that the introduction and presence of brands in
all alcoholic beverage advertisements were equally visible.
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Original Research
Denscombe, M., 2007, The good research guide, 3rd edn., McGraw Hill, New York, NY.
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Competing interests
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Authors contributions
C.G. (Stellenbosch University) was the project leader, M.T.-S.
(Stellenbosch University) made conceptual contributions
and T.C. (University of South Africa) was responsible for the
research design and data analysis.
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