Nowadays, TV commercial spots efficiency became a major question which preoccupies marketing and commercial professionals. Experimentation is frequently used by researchers in order to model and assist marketing decisions. Within this framework, this research aims to apply a « joint analysis » statistical study in order to measure the length and frequency of repetition of a publicity spot as well as the timing of a product or a brand apparition on the degree of memorization by viewers. Also,

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... ng logistical regression, we tried to locate the different components of attitude which have a direct impact on viewers' memorization. For this, we have undertaken a survey on 288 individuals concerning eight Tunisian Publicity spots and covering 46 questions. The joint analysis of the survey results show that the main determining factors on the publicity messages memorization are: (i) scarcity of repetition; (ii) long messages; (iii) and the timing of product or brand apparition during the spot. On the other hand, the logistical regression of the survey results reveals that the evaluative attitude and the intention of purchase of buyers have a tight and close link to memorization. The same questions are put about the advertising spot of "Tunisie Télécoms" (people who have dinner around a table and who discuss between them) Q8-In your opinion, if you look at this advertising spot do you feel: