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Analyzing the Memory Impact of Advertising Fragments

Author

Listed:
  • Marc Vanhuele

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

  • Michel Tuan Pham

Abstract

Marketers are making increasing use of very brief messages that mention just a brand name or a brand name with a short headline, as in event sponsorship and program endorsements. There has been debate over the effectiveness of these ldquoadvertising fragments.rdquo This paper introduces an approach for controlled testing of the effects of advertising fragments. Using a reaction-time based procedure, we show that a key effect of advertising fragments is to revive established brand associations, even though these associations are not explicitly communicated. This reactivation occurs not only when these names receive focal attention, but also when they receive nonfocal attention.

Suggested Citation

  • Marc Vanhuele & Michel Tuan Pham, 1997. "Analyzing the Memory Impact of Advertising Fragments," Post-Print hal-00457575, HAL.
    • Handle: RePEc:hal:journl:hal-00457575
    DOI: 10.1023/A:1007995112055
    as

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    Cited by:

    1. Lars Bergkvist & Charles R. Taylor, 2016. "Leveraged marketing communications: a framework for explaining the effects of secondary brand associations," AMS Review, Springer;Academy of Marketing Science, vol. 6(3), pages 157-175, December.
    2. Mazodier, Marc & Quester, Pascale, 2014. "The role of sponsorship fit for changing brand affect: A latent growth modeling approach," International Journal of Research in Marketing, Elsevier, vol. 31(1), pages 16-29.

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