Influence of Facebook Advertising on Brand Recall, Recognition and Attention

Online advertising is based on direct-response models, and there is considerable debate over the precise way in which brands are constructed via direct-response mechanisms. Consequently, there is a need for studies that examine advertising effectiveness in terms of impact on consumer memory. In this paper we present an experiment for analysing the influence of exposure to different advertising formats and evaluating the effect of advertising pressure on brand recall in social media advertising. We conclude that the video-only format has a greater impact on brand recall than the banner-only format or the combined use of video and banner formats.