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| Author: | Braun-LaTour, K. A. LaTour, M. S. |
| Title: | Assessing the long-term impact of a consistent advertising campaign on consumer memory |
| Journal: | Journal of Advertising
2004 : VOL 33:2, p. 49-61 |
| Index terms: | ADVERTISING EFFECTIVENESS STRATEGY |
| Language: | eng |
| Abstract: | Although a long-term advertising campaign is an efficient way to suggest enduring image to consumers and attain a long-term relationship, there exists a little printed research on the effectiveness of such strategy. This study discusses the construction of memory and schematic processes which appear when related or similar information is presented over time. Experiments towards the brand and brand schema are presented. |
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