A Neurocognitive Model of Advertisement Content and Brand Name Recall

Antonio G. Chessa () and Jaap M. J. Murre ()
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Antonio G. Chessa: Statistics Netherlands (CBS), P.O. Box 4000, 2270 JM, Voorburg, The Netherlands
Jaap M. J. Murre: Department of Psychonomy, University of Amsterdam, Roetersstraat 15, 1018 WB Amsterdam, The Netherlands

Marketing Science, 2007, vol. 26, issue 1, 130-141

Abstract: We introduce a new (point process) model of learning and forgetting, inspired by the structures of the brain, that we apply to model long-term memory for advertising and brand name recall. Recall-probability functions derived from the model are tested with classic data by Zielske [Zielske, H. A. 1959. The remembering and forgetting of advertising. 239–243], as well as advertisement content and brand name recall data of a Dutch study that tracked over 40 campaigns of TV commercials. Data fits and cross-validation results indicate that the recall functions serve as a good first approximation for aggregate behavior. The shapes of optimal GRP schedules, which are obtained by maximizing a recall measure, are strongly related to the model parameters and corresponding memory processes. Comparisons with existing models in the literature indicate that a neurobiologically motivated model may give a more realistic description of memory for advertisements.

Keywords: advertising; memory; impact; scheduling; bursting; dripping; massed and spaced learning; point processes (search for similar items in EconPapers)
Date: 2007
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:26:y:2007:i:1:p:130-141

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