Through the collaboration between internet and conventional media, Power Keyword has become a new fashion in advertising industry last year, which appears at newspaper ads, magazine ads, TV commercials, or even outdoors. Among all mediums, TV has the strongest impact on consumers. More than 40 TV commercials inserted power keyword. Therefore, this research focuses on exploring how marketing specialists should bring the best advertising effectiveness out of power keyword. The purpose of this study is to verify the advertising impact of power keyword through keyword type and advertising type. A 2(Sales promotional advertising and non- sales promotional advertising) x 2(Power keyword Ads with large space and small space) x2(Power keyword Ads with audio and no audio) x2(Power keyword Ads with Yahoo! logo and no Yahoo! logo) between ¡Vsubject factorial design is employed in the research. Advertising communication effectiveness, on the other hand, is measured based on recall effects and search intention. An online quasi-experiment is conducted and data gathered randomly from 436 participants on their perceptions towards power keyword advertisements. Moreover, product involvement is brought into the experiment as moderating variable. The findings of the research indicate that: (1) Promotional advertising has significant influence on advertising communication effectiveness. Promotional advertising results in higher recall effects and search intention than non-promotional advertising. (2) Ads space and position has significant influence on advertising communication effectiveness. Large space of search bar results in higher recall effects and search intention than that with small one. (3) Search intention of promotional advertising does vary based on audio type of search bar on the ads. (4) Recall effect of promotional advertising does vary based on space and position of search bar on the ads. (5) Consumers with different ages, gender, and education result differently in their search intentions.

Title from PDF of title page. / Document formatted into pages; contains 43 pages. / Thesis (M.A.)--University of South Florida, 2003. / Includes bibliographical references. / Text (Electronic thesis) in PDF format. / ABSTRACT: Processing Implicit and Explicit Representations (PIER2) is a model of memory that makes predictions about memory performance based on the interaction of known and newly acquired information by studying how implicitly activated associates affect episodic memory. Nelson and Zhang (2000) found a significant effect of cue connectivity in a multiple regression analysis of the variables known to affect cued recall, but at that time no manipulational experiments had studied the cue connectivity effect in the laboratory. The present paper presents a series of three experiments designed to investigate the effect of cue connectivity in the context of the PIER2 memory model to determine the importance of this variable in the prediction of cued recall. / ABSTRACT: Results of the experiments were inconsistent, and a revised regression analysis performed on an updated version of Nelson and Zhang's (2000) cued recall database indicated that cue connectivity was no longer a significant predictor of cued recall performance. It was concluded that PIER2's equations do not need to be modified to include the influence of retrieval cue attributes. / System requirements: World Wide Web browser and PDF reader. / Mode of access: World Wide Web.

Underreporting in dietary assessment has been linked to dietary restraint (DR) and social desirability (SD). Thus, this study investigated accuracy of reporting energy intake (EI) of a laboratory meal during a 24-hour dietary recall (24HR) in 38 healthy, college-aged (20.3 +/- 1.7 years), normal-weight women (22.4 +/- 1.8 kg/m2), categorized as high or low in DR and SD. Participants consumed a meal (sandwich wrap, chips, fruit, and ice cream) and completed a telephone 24HR. Accuracy of reported intake = (((reported intake - measured intake)/measured intake) x 100) [positive numbers = overreporting]. Overreporting of EI was found in all groups (meal accuracy rate = 43.1 +/- 49.9%). An interaction of SD x individual foods (p < 0.05) occurred. SD-High as compared to SD-Low more accurately reported EI of chips (19.8 +/- 56.2% vs. 117.1 +/- 141.3%, p < 0.05) and ice cream (17.2 +/- 78.2% vs. 71.6 +/- 82.7%, p < 0.05). An effect of SD occurred, where SD-High as compared to SD-Low more accurately reported meal EI (29.8 +/- 48.2% vs. 58.0 +/- 48.8%, p < 0.05). For measured meal EI, an effect of DR occurred where DR-High consumed less than DR-Low (437 +/- 169 kcals vs. 559 +/- 207 kcals, p < 0.05). An interaction of DR x food type (p < 0.05) occurred where DR-High as compared to DR-Low consumed less sandwich wrap (156 +/- 63 kcals vs. 210 +/- 76 kcals, p < 0.05) and ice cream (126 +/-73 kcals vs. 190 +/- 106 kcals, p < 0.05). For reported meal EI, an effect of DR occurred where DR-High reported consuming less than DR-Low (561 +/- 200 kcals vs. 818 +/- 362 kcals, p < 0.05). An interaction of DR x individual foods (p < 0.05) occurred where DR-High reported consuming less ice cream than DR-Low (145 +/- 91 kcals vs. 302 +/- 235 kcals, p < 0.05). Overreporting EI from a laboratory meal was prevalent. However, those high in SD were more accurate in reporting intake, particularly of high-fat foods. Future research is needed to investigate factors that contribute to overreporting.

Previous research suggests that larger context effects are observed when participants are required to search a scene in order to find the to-be-remembered stimuli. Similarly, animal research on brain oscillations has shown theta wave activation when animals are searching their environment. These theta wave oscillations are positively correlated with learning. However, theta activation can also occur in response to sensory stimulation, for example, auditory stimulation with binaural beats or visual stimulation with a checkerboard pattern reversal. The results of several studies suggest that while a visual search task seems to reliably improve free recall performance, the effects of passive sensory stimulation on memory are less consistent. Implications and suggestions for future research are discussed.

This thesis investigated the memory skills of young adults with and without language and learning disabilities (LLD) using the Deese-Roediger-McDermott word recall paradigm (Roediger & McDermott, 1995). Three types of word lists were presented: semantic lists consisted of words that are related to a non-presented critical item (CI) (e.g., bad) in meaning (good, rotten, harmful, worse); phonological lists included words related to the CI in sound (e.g., had, lad, bat, bag); and hybrid lists included words related to the CI in both meaning and sound (e.g., good, lad, rotten, bat). Individuals with diagnoses of LLD were classified as "true LLD" or "compensated LLD" based on language test scores and a discriminating composite score, while those without LLD were considered the "typical language" (TL) group. Hypotheses were made regarding veridical recall and memory intrusions, including intrusions of the non-presented critical item (CI). For veridical recall, the compensated LLD and TL groups were expected to have higher recall accuracy than the true LLD group. As for CI intrusions, two possible outcomes were considered: the true LLD group may recall more CIs due to inability to discriminate between presented and non-presented words (Kirchner & Klatzky, 1985); or they may recall fewer CIs due to difficulties forming traces of the gist of the word list (Weekes et al., 2005). Data from 30 participants (ages 18 to 25) -- 12 true LLD, 8 compensated LLD, and 10 TL -- were included in this thesis. Results indicated that the true LLD group showed a non-significant tendency to have lower recall accuracy scores than the other two groups, and a higher number of CI intrusions. List-type also affected accuracy and CI intrusions, as semantically-related lists increased recall accuracy and hybrid semantic-phonological lists increased CI intrusions. Possible conclusions from these data are presented along with recommendations for future research. / text

This thesis is an expansion of an ongoing examination of gist and verbatim memory in young adults with language-learning disabilities (LLD) using the DRM paradigm (Deese, 1959; Roediger & McDermott, 1995). This study uses lists based on situation semantic features in addition to DRM lists based on backwards associative strength (BAS), which were categorized as strong-, mid-, and low-BAS (Stadler, Roediger, & McDermott, 1999). Items in each list (e.g., bacon, toast, cereal, muffin) related to a non-presented word (e.g., breakfast): the critical lure (CL). BAS is a measure of the likelihood that a list item will elicit the CL. Thirty young adults participated in this study and were divided into three groups: true LLD, compensated LLD, and typically developing (TD). Participants listened to word lists and verbally recalled the words they remembered hearing. Accurate recall was an indicator of verbatim memory; CL recall was an indicator of gist memory. The true LLD group recalled CL at a significantly higher rate than the other groups in the case of the situation lists; additionally, the compensated LLD group recalled CL for the low-BAS lists at a significantly higher rate than the other groups. These findings suggest that the LLD participants may process semantic information differently or may rely on gist memory to a greater extent than the TD controls. Results also indicated list type differences for both verbatim and gist recalls, supporting the effects of both semantic features and BAS together with other factors. / text

There have been many theories on why we forget. One of the recent approaches to this phenomenon is retrieval induced forgetting (RIF). The present study investigated RIF and different kinds of disruptions and their effects by using extra-list cued recall task. Some participants studied two additional word lists after the target list and some participants studied and were tested from these interpolated lists before their final recall of target list. Relatedness of the interfering lists was also manipulated. There were two control groups that either got an immediate test or got a math task before memory test. The particular interest was on the target competitor effect. The results of the study indicated that all the disruption conditions reduced the effects of competitors. However, there was no effect of retrieval-induced forgetting and also no effect of relatedness. The importance of retention interval on forgetting was discussed.

An experiment showed that audiences react with more empathy to graphic war photographs accompanying news reports than non-graphic war photographs. Four war stories from four different countries, featuring either a graphic or non-graphic photograph representing a scene from each report, were used to test respondents’ reactions. Empathy measured higher after audience exposure to graphic war photographs, while recall, central processing, emotion, media attitudes, and civic participation all did not show significant differences from graphic to non-graphic. As a result of this study, editors and news organizations can be assured that audiences may not react with a significant amount of emotion, but will still care significantly more about an issue after being presented with graphic news photographs of war with war reports, as opposed to non-graphic photographs of war. / text

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The purpose of this thesis is to examine and analyze the communication effects from the campaign SAS EuroBonus American Express Card. Our aim is to measure the advertising effectiveness of the campaign. To gather primary data we have conducted a quantitative survey at Arlanda Airport, where the campaign is mainly located. The survey included a total of 253 respondents representing the population at Arlanda Airport. Our conclusion is that there is an awareness of the presence of American Express at Arlanda. The company is clearly dominating among its competitors regarding visibility at the airport. Despite this, only a moderate degree of the travelers recognize the pictures from the campaign. An even lower degree of the respondents could recall the message and the brands of the campaign. Our recommendations, in order to increase knowledge and awareness about the product, the advertising should be better adapted to its product and the advertising objectives.