Long-Term Memory in Print Advertising: An Analysis

Long-Term Memory in Print Advertising: An Analysis

Long-Term Memory And Print Advertising

Long-Term Memory And Print Advertising

According to Batra, Myers, & Aaker (2000), long-term memory is the ability of individuals to retain information for elongated periods and sometimes permanency, which is an element that is pertinent in marketing of brands. Studies indicate that it is difficult for consumers to create long-term memory given that print media has infinite advertisements. Features such as textual, pictorial, and brand surface determine if consumers will have the capability of forming long-term brand memory. Recency and primacy effects play a role in the determination of such facts, but the latter will take precedence. Studies indicate that brands yield information…