What kind of impression advertising makes on consumer? Most of marketers are using brands, symbols, images, logos, slogans or jingles to remind consumers of their products and services. But how many of us really notice the relation between the brand and the product in commercial messages. The important point of the message is probably soon forgot instead of being memorized.
A lot of money is spent for ads in order to consumers to remember them for later purposes. The consumers store the information both on internal and external memory which can then be applied when purchase decisions must be made. The information itself can include all possible details of products and even experiences. These memories of remembered products or services can also be more favorable than they actually were. This can happen when name of the brand or pictures of the products are very well known. The more effort consumers use for processing information the more likely it will be placed in long-term memory.
The biggest problem for marketers is probably when consumers forget and their memories fade. Our memories are constantly interfered by additional information which then displaces the earlier learned information. Same way, also earlier learned information can interfere with new learning. Retrieving the information from long-term memory does not necessarily happen on demand. Memories do not go away but we will need appropriate cues to present them. For some of us visual cues are needed and others may need verbal cues. These cues are more likely depending on how well we know the product or service.
Ads are also reminding us from our past. What kind of music did you listen when you were about 20-25 years old? Does that earlier good or bad experience determine what you like now? Today our tastes in films, clothing, events and songs may be influenced by what we used to like in our youth. But consumers’ memories are updated to fit today’s concept by repeating commercials and ads. Is this causing us unwillingly to change the original memories? Memory is not a permanent store which can be just accessed with . Advertising is a way to increase sales but consumers should know the power of ads and how they can alter memory.
Roger K. Pitman the Harvard psychiatrist states: ‘When you recall something, you don’t recall what originally happened; you recall what you recalled the last time you recalled it.’
McKinzie, Cheryl. Memory and Marketing. Read on 6th of March 2013. http://ezinearticles.com/?Memory-and-Marketing&id=1832105
Solomon, Michael & Bamossy, Gary & Askegaard, Soren & Hogg, Margaret K. Consumer Behaviour A European Perspective. Third edition. Prentice Hall Europe 2006.
Third City 2012. Memory and Marketing. Read 6th of March 2013. http://thirdcity.co.uk/blog/memory-and-marketing/