Applied Behavior Analysis Commons^™

Assessing The Long-Term Impact Of A Consistent Advertising Campaign On Consumer Memory, Kathryn A. Braun-Latour, Michael S. Latour

Kathryn A. LaTour

How 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 …