Recognising the power of hidden memories

Annabel Cameron

This article discusses how non-conscious memories of ads may affect consumer purchase behaviour, rather than recall or recognition.

Recognising the Power of Hidden Memories

Annabel Cameron, MBS Media, discusses non-conscious memories of ads that may affect consumer purchase behaviour.

For decades, researchers have been investigating people’s memories of ads. It is presumed that if a person can recall or recognise an ad, it has successfully cut through the wall of advertising noise and is effective. Although a memory of an ad does not necessarily result in a purchase, several studies have identified a strong relationship between memory of ads and purchasing behaviour. Nigel Hollis found that ads that are more effective at generating awareness are also more...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands