We examined the effectiveness of direct and indirect advertising. Direct
ads openly depict advertised products and brands. In indirect ads, the
ad message requires elaboration. Eye movements were recorded while
consumers viewed direct and indirect advertisements under fixed (5 s) or
unlimited exposure time. Recognition of ads, brand logos and preference
for brands were tested under two different delays (after 24 h or
45 min) from the ad exposure. The total viewing time was longer for the
indirect ads when exposure time was unlimited. Overall, ad pictorials
received more fixations and the brand preference was higher in the
indirect condition. Recognition improved for brand logos of indirect ads
when tested after the shorter delay. Consumers experienced indirect ads
as more original, surprising, intellectually challenging and harder to
interpret than direct ads. Current results indicate that indirect ads
elicit cognitive elaboration that translates into higher preference and
memorability for brands.