The main aim of presented studies was to examine some cognitive determinants of efficacy of external advertising. The subjects watched the short video film consisting of several spots of football games. They were supposed to remember as much details from this presentation as they could. Expected recognition test on football events and unexpected recognition test on advertisings that appeared behind the goals were administered to the subjects shortly after video presentation. The strong familiarity of advertised company names effect was obtained. The subjects recognized significantly better the advertisings of companies well known in Poland if only these advertisings included logo or they were presented in distinct motion. The distinct color of advertising presentation had no impact on efficacy of advertising recognition. Results are summarized in the form of four rules of construction of efficacious external advertising.