ABSTRACT
Successful advertising planning and evaluation demands detailed analysis of more than just one’s own ad expenditure. It especially necessitates an understanding of consumer memory processes in regard to interference effects as well as memory decay. Commercials aimed at audiences with high involvement may be less subject to these effects than those aimed at audiences with low involvement. This is because with high-involvement situations the consumer may consciously and deliberately process the message in such a way as to make it more resistant to forgetting. It is sometimes helpful to think of memories as being stored in one of several mental filing cabinets. With memory, the problem is usually not inability to retrieve, but inability to retrieve in any reasonable or functional time. So for all intents and purposes, the information becomes ‘functionally lost’.
