F (1, 68)

Humorous Programme

Non-humorous Programme

Progr

effect

Ad

effect

Progr x Adv

interaction

Humorous Ad

Non-humorous Ad

Humorous Ad

Non-Humorous Ad

Brand recognition

2.46

4.45

3.75

4.35

2.49

11.6***

3.47*

Cued Recall

15.00

16.25

17.81

16.65

4.59**

.08

3.29*

Free Recall

7.38

8.15

8.19

6.90

.03

.02

1.10

Global Recall

22.38

24.40

26.00

23.55

.92

.00

.26