The Advertised Mind

Brand memories are stored in a way that resembles an untidy overstocked cupboard

Too many theories about advertising are based on the belief that brand associations are buried in our subconscious, and assume that complex psychological methods are required to dredge them up.

A far better analogy, consistent with real-life observation, is an overstocked cupboard to which the brand is the key. Hearing the brand mentioned, seeing the logo, watching an ad - any of these can turn the key and open the cupboard door. As the door opens, memories and associations will tumble out, and they will continue to do so as long as the door is kept open. Advertising memories are among the items cascading out; there is no separate cupboard specifically for associations created from advertising. In fact, unless advertising memories are kept in the same cupboard as all other brand associations, they will not benefit the brand in any way.

Click on the highlights below to find out more:

• Emotion is critical to advertising because it is critical to all human thought
• Emotion is critical to advertising because it helps determine the depth of processing that takes place
• Depth of processing and repetition combine to establish new memories and feelings about a brand
• Brand equity is the sum of all feelings associations and memories related to the brand
• Brand memories are stored in a way that resembles an untidy overstocked cupboard
• Advertising contributes directly towards a brand’s equity
• Advertising response is the combined effect of creative and media planning
• There is no ‘one size fits all’ media strategy that can meet different advertising needs
• The emotional response to brands and ads can be researched
• The first response is the truest response