Advertising recall: Why advertising memories fade

Charles Young

Ameritest

Discovering which frames of an ad stay in the viewer's memory for up to a week is crucial to brand image, says Charles Young

Memory lies at the heart of what a brand is. And we now know that memory is more complicated than the original recall-testers thought. There are, for example, multiple memory systems in the mind, not just one. The place in the brain where memories of product facts and positioning concepts go is different from the place where the emotional memories of storytelling go, which is different from where the memories of our physical, sensory experiences with a brand are stored.

There are explicit memories, which we can recall with conscious effort, that are different from implicit memories, which may be evoked only with a recognition stimulus. Finally, there may be advertising-induced memories we associate with brands that may operate only at the level of the unconscious mind.

FORMING THE BRAND IMAGE