The implicit and explicit role of ad memory in ad persuasion: rethinking the hidden persuaders

In 1957 Vance Packard wrote The Hidden Persuaders arguing how ads could persuade at a sub-conscious level.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands