Analyzing the Memory Impact of Advertising Fragments

Marc Vanhuele () and Michel Tuan Pham
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Marc Vanhuele: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique

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Abstract: Marketers are making increasing use of very brief messages that mention just a brand name or a brand name with a short headline, as in event sponsorship and program endorsements. There has been debate over the effectiveness of these ldquoadvertising fragments.rdquo This paper introduces an approach for controlled testing of the effects of advertising fragments. Using a reaction-time based procedure, we show that a key effect of advertising fragments is to revive established brand associations, even though these associations are not explicitly communicated. This reactivation occurs not only when these names receive focal attention, but also when they receive nonfocal attention.

Keywords: incidental learning; implicit memory; integrated marketing communication; event sponsorship (search for similar items in EconPapers)
Date: 1997-10-01
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Published in Marketing Letters, 1997, Vol.8, n°4, pp.407-417. ⟨10.1023/A:1007995112055⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00457575

DOI: 10.1023/A:1007995112055

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