brand recall may require a minimum ad exposure equal to 70% of an ad’s duration (21 s for a 30 s ad). To test for a non-linear threshold effect of ad exposure on brand recall. ad exposure was categorized into ? ve binsbrand recall may require a minimum ad exposure equal to 70% of an ad’s duration (21 s for a 30 s ad). To test for a non-linear threshold effect of ad exposure on brand recall
