The implicit and explicit role of ad memory in ad persuasion: rethinking the hidden persuaders
Alastair GoodeDuckfoot Research and Development
INTRODUCTION
The Assumed Role of Memory in the Persuasive Process of Advertising
Most practitioners still assume the role of memory in persuasion is that set out by such models as Attention, Interest, Desire, Action (AIDA) and DAGMA. The focus is on raising awareness of a brand, then communicating something about it via a brand positioning. The assumption is that consumers pay attention to ads and retain information in a way that will later allow them to consciously consider the...