Memory and likeability: keys to understanding ad effects

Erik du Plessis

Argues that advertising practitioners and researchers have failed to exploit academic findings which could be very valuable, for advertising testing and evaluation and for media scheduling.

Memory and likeability: keys to understanding ad effects

Erik du Plessis, Impact International, argues that advertising practitioners have failed to exploit valuable academic findings

Erik du Plessis

 

In recent years, two issues have stirred advertisers worldwide:

  • the effect of frequency of exposure on ad effectiveness;
  • the effect of ad likeability on response.

This paper examines the contribution to these issues of advertising researchers and academics, and the interaction between them.

Frequency and learning

All students learn most of their material through rehearsal (repetition). Advertisers, too, repeat their messages. There is clearly some relationship between Pavlov's rehearsal with his dogs,...

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