Ad response tests show how attention connects to memory

Understanding the neuroscience behind advertising’s long-term memory effects is critical to learning how brands are constructed in the mind.

Ad response tests show how attention connects to memory

Charles Young

Attention and memory are the alpha and the omega of advertising effectiveness. The first thing an advertisement has to do is to attract the attention of the consumer, or else nothing you have to say matters. And if an ad does not leave some kind of lasting trace behind in the long-term memory of a consumer, it is difficult to argue that it had any kind of effect. But connecting the dots between attention and memory has not been easy for ad researchers to do.

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