Advertising recall: Why advertising memories fade

Discovering which frames of an ad stay in the viewer’s memory is key to brand image. Research by Ameritest plotted recall of a Taco Bell ad 20 minutes, 24 hours and a week after viewing.

Advertising recall: Why advertising memories fade

Charles Young


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...

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