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Assessing the Long-Term Impact of a Consistent Advertising Campaign on Consumer Memory

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dc.contributor.authorBraun-LaTour, Kathryn A.
dc.contributor.authorLaTour, Michael S.
dc.date.accessioned2020-09-12T21:14:14Z
dc.date.available2020-09-12T21:14:14Z
dc.date.issued2004-01-01
dc.description.abstractHow effective is an advertising campaign that has consistently used the same theme since consumers' early childhood? To answer that question one has to consider the effect the campaign has had on consumers' memory. This research begins by discussing the structure of memory and schematic processes that occur when similar or related information is presented over time. Evidence is reviewed which suggests that early exposure would be critical in the brand schema's development. An experiment that tests the strength of the brand schema in a competitive environment and a survey that explores the importance of time of initial exposure to present-day affect and attitudes toward the brand are presented. The implications of the results for advertising research and practice are then discussed.
dc.description.legacydownloadsLaTour23_Assessing_the_Long_Term_Impact.pdf: 2099 downloads, before Aug. 1, 2020.
dc.identifier.other5491571
dc.identifier.urihttps://hdl.handle.net/1813/72459
dc.language.isoen_US
dc.relation.doihttps://doi.org/10.1080/00913367.2004.10639160
dc.rightsRequired Publisher Statement: © Taylor & Francis. Final version published as: Braun-LaTour, K. A., & LaTour, M. S. (2004). Assessing the long-term impact of a consistent advertising campaign on consumer memory. Journal of Advertising, 33(2), 49-61. Reprinted with permission. All rights reserved.
dc.subjectconsumer behavior
dc.subjectadvertising research
dc.subjectconsumer memory
dc.subjectbrand schema
dc.titleAssessing the Long-Term Impact of a Consistent Advertising Campaign on Consumer Memory
dc.typearticle
local.authorAffiliationBraun-LaTour, Kathryn A.: kal276@cornell.edu Cornell University
local.authorAffiliationLaTour, Michael S.: msl275@cornell.edu Cornell University

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