The Advertised Mind

Advertising contributes directly towards a brand’s equity

Advertising seems such a trivial event in the context of all our potential experience of a brand, but it plays two important roles that make it a powerful marketing tool.

First, it can create new associations for a brand. In this case, a positive emotional response and repetition will increase the likelihood that the new impressions will become established as part of the brand’s equity.

Second, advertising can help to keep existing brand associations fresh in people’s minds, simply by stimulating the automatic referencing process, or, better still, by focusing attention on those associations in a new way. By stimulating positive associations it helps to ensure that the right feelings, associations and memories are evoked when people think about the brand.

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