ABSTRACT
Of all the elements in the marketing mix, advertising may have the longest delayed effect on sales. Often, a substantial amount of time passes from the time consumers are first exposed to advertising about a specific brand to when they can actually purchase the product. Although most advertising campaigns do not include explicit assumptions about consumer memory performance, it is often implicitly assumed that advertising affects consumers in some way, which may later be manifested in recall and recognition performance that influence brand evaluations and choice. Consequently, the role of memory processes in advertising is of great interest to practitioners and theoreticians alike.
