Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how brand presence and timing shape viewer memory. They reveal why showing your brand early and often for at least two-thirds of the ad is critical for recognition.

Topics covered:   

• [01:00] "Brand Recognition in Television Advertising: The Influence of Brand Presence and Brand Introduction"
• [02:00] How brand presence affects recall
• [03:00] The cost of delayed brand introduction
• [04:00] The two-thirds rule for optimal recognition
• [05:00] Building memory structures through creative
• [06:00] Why storytelling techniques can backfire 

 





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Resources: 
Gerber, C., Terblanche-Smit, M., & Crommelin, T. (2014). Brand recognition in television advertising: The influence of brand presence and brand introduction.Acta Commercii, 14(1), 1–9. https://doi.org/10.4102/ac.v14i1.223 
 

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