Abstract
Memory factors to improve advertising effectiveness: A question of explicit or implicit memory? Among the different contributions that psychological research can provide to the field of publicity, one of the most remarkable is the study of the factors that can improve the recall of the publicity messages. Considering publicity as a differed sale, the elements related with acquisition and retrieval of information must be taken into account. The aim of the present study is to investigate the factors that can favour the acquisition of information in television advertising. A sample of 23 advertisements was tested 3 times in 3 consecutive years by 773 students of Psychology who didn't know the objective of the experiment. All the advertisements of the sample had been actually broadcasted on the spanish television before 1990. The subjects watched a television programme about publicity, which was followed by the sample of the 23 advertisements, and then were asked to list the advertisements they remembered. The results show a clear serial position effect, and the importance of both duration of ad and repetition of product or brand. Other factors less studied as colours, context or music seem to have a mighty influence on memory.
