What Makes a Brand Name Familiar?

1973 ◽  
Vol 10 (1) ◽  
pp. 17-22 ◽  
Author(s):  
Leo Bogart ◽  
Charles Lehman
Keyword(s):  
Dynamic Process ◽  
Brand Name ◽  
Complex Dynamic ◽  
Brand Recall ◽  
Household Heads

This article reports a study of unaided brand recall by female household heads and examines some factors related to brand salience. Findings indicate that brand recall is a complex, dynamic process.

Increasing brand recall for naming rights sponsorships

2016 ◽  
Vol 6 (4) ◽  
pp. 377-389 ◽  
Author(s):  
Robert J. Donovan ◽  
Julia Anwar-McHenry ◽  
Yolexis Hernandez Aguilera ◽  
Amberlee Nicholas ◽  
Simone Kerrigan
Keyword(s):  
Social Marketing ◽  
Design Methodology ◽  
Brand Name ◽  
Content Type ◽  
Brand Recall ◽  
Intercept Survey ◽  
Promotional Materials ◽  
Naming Rights ◽  
Social Marketing Campaigns ◽  
Practical Implications

Purpose Maximising return on naming rights sponsorships is important for social marketing campaigns with limited funds. Naming rights allow the sponsor’s brand to be aligned with the event name in text and visual promotional materials. For visual displays, either the brand logo or the brand name in words can be aligned with the event name. As the Act–Belong–Commit mental health promotion campaign’s logo encapsulates the brand name, a study was conducted to assess the relative impact on recall of “Act–Belong–Commit” as part of a sponsored event name, when the logo was aligned with the event name versus when the brand name in only words was aligned with the event name. Design/methodology/approach An intercept survey was conducted with n = 112 adult university students. Participants were presented with one of the above two branding alignments for the sponsored event. The image was removed from view, a distracter question asked and participants were asked to recall the name of the event. Findings Recall of the Act–Belong–Commit brand in full as part of the name of the event was significantly and substantially greater for participants exposed to the words only alignment versus the logo alignment: 52 vs 7 per cent (p < 0.000). Practical implications Given these findings, the campaign has adopted the policy of using the words Act–Belong–Commit alongside the event name rather than the logo in future naming rights sponsorships. Originality/value It is recommended that other social marketing brands with similar brand/logo designs undertake research to ensure optimal return on naming rights sponsorships.

scholarly journals S-Sulfhydration of the Catalytic Cysteine in the Rhodanese Domain of YgaP is Complex Dynamic Process

Matters ◽  
2016 ◽  
Author(s):  
Cédric Eichmann ◽  
Christos Tzitzilonis ◽  
Witek Kwiatkowski ◽  
Roland Riek
Keyword(s):  
Dynamic Process ◽  
Complex Dynamic ◽  
Catalytic Cysteine

Managing Change in the Context of a Community Health Organisation

2006 ◽  
Vol 12 (2) ◽  
pp. 156 ◽  
Author(s):  
Kerry Telford ◽  
Anne Maddock ◽  
Cathy Isam ◽  
Debbie Kralik
Keyword(s):  
Health Care ◽  
Change Management ◽  
Community Health ◽  
Dynamic Process ◽  
Community Health Services ◽  
Community Health Care ◽  
Complex Dynamic ◽  
Managing Change ◽  
Management Processes ◽  
Management Approaches

Change management has been recognised as a complex, dynamic process during which unanticipated events and behaviour may emerge. This is particularly the case for community health care organisations where the combination of a number of typical features serves to complicate change efforts. Change in complex organisations such as community health services is unlikely to be a straightforward process and is likely to require more than one approach. This review examines the various change management approaches in the literature, with a view to assessing their relevance to a community health organisational context. Debate around the strengths and limitations are reported along with the key elements of responsive change management processes.

Cardiopulmonary Resuscitation

2019 ◽  
pp. 211-215
Author(s):  
Richard K. Patch
Keyword(s):  
Cardiac Arrest ◽  
Cardiopulmonary Resuscitation ◽  
Patient Outcomes ◽  
Dynamic Process ◽  
Medical Literature ◽  
Current Medical ◽  
Evidence Based ◽  
Complex Dynamic ◽  
Disease States ◽  
Current Medical Literature

Cardiac arrest is a complex dynamic process that may occur as an end point of multiple disease states. The field of cardiopulmonary resuscitation (CPR) for cardiac arrest continues to evolve, and guidelines are updated in accordance with evidence-based evaluation of current medical literature. The guidelines are the cornerstone for the management of cardiac arrest in out-of-hospital, in-hospital, and intraoperative settings. Furthermore, the implementation of comprehensive postarrest care is vital for improving patient outcomes.

scholarly journals Absence Makes the Mind Grow Sharper: Effects of Element Omission on Subsequent Recall

2002 ◽  
Vol 39 (2) ◽  
pp. 186-201 ◽  
Author(s):  
Jaideep Sengupta ◽  
Gerald J. Gorn
Keyword(s):  
Cognitive Psychology ◽  
Product Category ◽  
The Self ◽  
Processing Conditions ◽  
Brand Name ◽  
Brand Recall ◽  
Subsequent Recall ◽  
Managerial Implications ◽  
Series Of Experiments ◽  
The Mind

The authors investigate the memorial consequences of deliberately omitting crucial elements from an advertisement. Research on the self-generation effect in cognitive psychology indicates that such element omission may actually lead to an improvement in recall. Support for this perspective is obtained in a series of experiments that explores the effects of feature omission in the context of both overt omission (in which the omission is highlighted by the advertiser) and implicit omission (in which the omission, though not highlighted in the advertisement, is noticed because of prior expectations for that ad type). Even under highly constrained processing conditions (e.g., exposure times as short as four seconds), an advertisement that omits a key element is shown to produce better recall than an equivalent advertisement that contains the element. The authors find that this recall improvement occurs along dimensions that are specifically related to the omitted element; therefore, leaving out an element related only to the product category (but not the brand) produces an improvement only in category recall, whereas brand recall is improved by the omission of an element related to the brand name. The authors discuss theoretical and managerial implications of these findings.

Brand recall of skippable vs non-skippable ads in YouTube

2020 ◽  
Vol 44 (3) ◽  
pp. 545-562 ◽  
Author(s):  
Daniel Belanche ◽  
Carlos Flavián ◽  
Alfredo Pérez-Rueda
Keyword(s):  
Information Processing ◽  
Interactive Video ◽  
Brand Name ◽  
Content Type ◽  
Information Recall ◽  
Brand Recall ◽  
Video Advertising ◽  
Online Videos ◽  
Practical Implications ◽  
Selection Of

Purpose By integrating the evidence of various audience theories, a comparison is made of viewers’ information processing of new interactive video advertising formats (skippable video ads) with traditional, non-skippable formats. The purpose of this paper is to focus on how exposure to a brand name at different moments during online video advertisements influences viewers’ recall. Design/methodology/approach A neuroscientific pre-test supported the selection of an arousing video, and a subsequent pre-test confirmed the scenario validity. Using a broader sample, the main study applied a 3×2 experimental design of different ad designs and formats. Findings Distinctions should be made between formats and audiences that lead to different information processing methods. Users exposed to skippable ads (active audiences) exert a higher control over advertising and tend to process the information presented in the initial part of an ad. In turn, users viewing non-skippable ads (passive audiences) should be exposed to the high arousal stimulus before presentation of the key information that the advertiser wants them to remember. Practical implications Advertising managers and content creators can use these results to improve the design of their online videos, and to achieve greater effectiveness in terms of information recall. Originality/value Skippable online videos have become a commonly used advertising format, but research into their effects is scarce. This study offers the first comparison of viewers’ reactions towards skippable vs non-skippable formats, in terms of brand recall and economic performance. Further research might extend this underdeveloped field of study and enhance the knowledge of video format processing in social media.

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