The 8th - Memory

Memory in marketing means, for example adverts we see on television or newspaper, will we remember them or not. Marketers have to try and make sure they get the image or soundtrack stuck in the audiences mind so they will remember their advert.
Britt 1955 states that "every time an advertisement or commercial appears, the objective is to have the reader or viewer learn something and remember what they learnt".
This quote above shows exactly what a marketer has to do, they have to use some sort of stimuli to get the person to remember their ad. In my opinion, the best one is music. If an advertiser uses good music, which will stay in the persons mind, they will have a good advert because then they will be able to get the person to recall the advert often and thus generate sales.

This video shows exactly how powerful TV advertising is this guy seems to remember all the famous TV adverts from the past.


Marketers will have used things out of the ordinary when they designed these adverts and it caught people attention. For example the Cornetto advert shows exactly how the out of ordinary music is used. We tend only to remember the strange things whenever we see them. So this is a good tool when it comes to advertising and getting people to remember adverts.
Talking of unusual adverts, this one below from Cadburys really gets the person thinking, 'what on earth has this got to do with chocolate'. But this is the reason people will remember it and they will talk about it.



This advert, I think, really gets the point across. People will talk about it alot because it is a strange advert and people will be able to recal it easily.

Nostalgia
"Nostalgia is a "sentimental longing for earlier days when summers were hotter, days were longer, food was tastier and people were friendlier, lends itself to some traditional, long-lasting brands that many consumers remember from childhood" (Wright, R. 2000)

Some adverts are very good in using nostagia. They will show a clip that they think will bring back the memories. Below is a clip of what I think is a good example of this sort of advertising.



This advert may use nostagia, the lady is eating chocolate in the ad so some people will recall eating chocolate and they may recall the taste. This may make them want to buy the product.