Advertising research: From engagement to branded memory

This article discusses the importance of creating brand memories, not just brand engagement, as this is how consumers make purchasing choices.

Advertising research: From engagement to branded memory

Charles YoungAmeritest

Consumers choose by memory, not experience, so advertisers must balance engagement with how ads convert into branded memories and there are new techniques to help them on that journey.

Most of us are familiar with the standard ad quality metrics for predicting sales using recall and persuasion, attention and brand linkage, message communication and brand preference. However, there is now a whole host of competing techniques measuring brain waves, brain image scans, facial response, eye-tracking, heart rate and skin conductance, response latency, etc., that claim to reveal how advertising exerts...

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