The overlooked power of media: Enhancing the memorability of communications

James Galpin

The success of marketing communication is judged on a variety of factors, and one of the fundamental criteria is that people remember the ideas conveyed.

While the variety of ideas that marketing might communicate is endless, the general characteristics of things that people readily remember can be expressed in a short list. People remember things that are:

  • Relevant
  • Different
  • Emotionally impactful
  • Recently encountered
  • Frequently encountered

Many people assume that the first three qualities – relevance, difference, and emotional impact – evolve out of the creative content, while the last two attributes are functions of media delivery. But it is not really so simple.

The characteristics of the media vehicle used to deliver a message can shape the way people respond to the message itself. A medium can do more than just deliver communications that are relevant, different, and emotionally impactful; a medium can actually play a significant part in making communications relevant, different, and emotionally impactful. And therefore, media play an important role in making communications memorable.

Delivering relevance through media