The terms 'serial order' and 'clutter' refer to the position of a particular television advertisement in a series of commercials known as the pod. Researchers and advertising professionals who describe the position of an ad according to its serial order are concerned about whether an ad is the first, second or last in a specific pod while some describe position in terms of clutter, which refers to the number of ads that surround a particular ad. However, conventional definitions of clutter and serial order are flawed. In light of these deficiencies, a holistic theory of position effects on memory and liking based on a revised definition of clutter and serial order was recommended. A naturalistic quasi-experiment was then performed to test hypotheses derived from the holistic theory. Findings revealed that preceding ads aversely affect brand recall, brand recognition and ad liking, while succeeding ads undermine brand recognition.