ASSESSING THE LONG-TERM IMPACT OF A CONSISTENT ADVERTISING CAMPAIGN ON CONSUMER MEMORY

How effective is an advertising campaign that has consistently used the same theme since consumers' early childhood? To answer that question one has to consider the effect the campaign has had on consumers' memory. This research begins by discussing the structure of memory and schematic pr...

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Bibliographic Details
Published in:Journal of advertising 2004-07, Vol.33 (2), p.49-61
Main Authors: Braun-LaTour, Kathryn A., LaTour, Michael S.
Format: Article
Language:English
Subjects:
Advertising
Advertising campaigns
Advertising research
Brand preferences
Brands
Business structures
Business studies
Childhood
Commercials
Competition
Consumer attitudes
Consumer research
Consumers
Experiments
Explicit knowledge
Gangs
Hypotheses
Marketing
Memory
Polls & surveys
Semantics
Statistical analysis
Statistical data
Citations: Items that cite this one
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Summary:How effective is an advertising campaign that has consistently used the same theme since consumers' early childhood? To answer that question one has to consider the effect the campaign has had on consumers' memory. This research begins by discussing the structure of memory and schematic processes that occur when similar or related information is presented over time. Evidence is reviewed which suggests that early exposure would be critical in the brand schema's development. An experiment that tests the strength of the brand schema in a competitive environment and a survey that explores the importance of time of initial exposure to present-day affect and attitudes toward the brand are presented. The implications of the results for advertising research and practice are then discussed.
ISSN:0091-3367
1557-7805
DOI:10.1080/00913367.2004.10639160