What you get: Deep-front zip; zipped
pocket; sizes 8, 10, 12, 14, 16, 18.
Three experiments have shown a loss in effectiveness with zipped commercials.
Brand-name recall was 72 percent of normal-speed recall when Johnson (1988) zipped mostly familiar commercials.
How does commercial repetition influence the retrieval of the message when a commercial is zipped? Laboratory research has often used required (i.e., subjects asked to attend to the ads), massed exposure (i.e., close temporal proximity).
Past studies showed there will be little learning when there is no previous, normal-speed exposure to a zipped commercial (Smith, 1989; Stout and Burda, 1989).
Even the fleeting exposure of a zipped commercial will result in the retrieval of previously well-learned information.