Implicit memory in print ads

Tim Perfect and Sue Heatherley

How print ads which have been seen, but not remembered, can still influence behaviour. People rate ads which they have seen but forgotten as more likeable, memorable and distinctive than ads they have not seen.

Implicit memory in print ads

How print ads which have been seen, but not remembered, can still influence behaviour

Tim Perfect and Sue Heatherley
TWO RECENT BOOKS HAVE reviewed research into measuring advertising effectiveness (1,2). Neither book mentions the effect of implicit (or unconscious) memory. To a researcher working in the field of human memory, this is a surprising omission - implicit memory is the hot topic of academic memory research, and it is impossible to find a textbook or journal on the subject of memory published in the last ten years that does not discuss the subject....

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