| Author: | Macklin, C. |
| Title: | The effects of an advertising retrieval cue on young childrens' memory and brand evaluations |
| Journal: | Psychology & Marketing
1994 : MAY/JUN, VOL. 11:3, p. 291-311 |
| Index terms: | MARKETING BRANDS CHILDREN |
| Language: | eng |
| Abstract: | Young children's memory for television advertising is important in order for children to recognize brands in stores and/or to recall the brand name in making a purchase request. Two experiments showed that the use of a visual advertising retrieval cue (a green frog as the brand character) improved memory performance and brand evaluations. Study 1 showed promise in the cue's assistance in children's recalling the brand name (cued recall) from the ad memory trace. Study 2 contained multiple exposures to the ad, which resulted in greater free recall and in support for the cue's assistance in better access of the brand name from the ad memory trace (cued recall). |
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