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Young children's memory for television advertising is important in order for children to recognize brands in stores and/or to recall the brand name in making a purchase request. Two experiments showed that the use of visual advertising retrieval cue (a green frog as the brand character) improved memory performance and brand evaluations. Study 1 (n = 40) showed promise in the cue's assistance in children's recalling the brand name (cued recall) from the ad memory trace. Study 2 (n = 40) contained multiple exposures to the ad, which resulted in greater free recall and in support for the cue's assistance in better access of the brand name from the ad memory trace (cued recall). Affected ad memory resulted in more favorable brand evaluations and intent to request the brand's purchase. © 1994 John Wiley & Sons, Inc.

An important question for marketers, educators, government regulators, and parents is whether young children understand the selling intent of television commercials. In a replication of an approach used by Donohue, Henke, and Donohue 161, preschoolers appeared competent in their understanding by selecting a photograph illustrating a purchase behavior. In an extension that included additional nonverbal measures, young children indicated little understanding, however, of the selling intent of commercials. Researchers interested in advertising effects on children are urged to consider the necessity and desirability of improved nonverbal measures in dealing with a subject population with limited language facility. M. Carole Macklin is an Assistant Professor at the University of Cincinnati.