Add to ORKGMarketers spend billions of dollars on advertisements but to what end? At the purchase time, if customers cannot recognize a brand for which they saw an ad, the money spent on the ad is essentially wasted. Despite its importance in marketing, until now, there has been no study on the memorability of ads in the ML literature. Most studies have been conducted on short-term recall (<5 mins) on specific content types like object and action videos. On the other hand, the advertising industry only cares about long-term memorability (a few hours or longer), and advertisements are almost always highly multimodal, depicting a story through its different modalities (text, images, and videos). With this motivation, we conduct the first large scale mem...
This paper applies the theory of memory for advertising, developed in the consumer behavior literatu...
This is the published version. Copyright 1993 by the American Marketing Association.Investigated the...
In an experimental situation, the format of broadcast advertisements is manipulated to allow for add...
Advertising research in the past has evaluated memory mostly from the perspective of active recollec...
The number of brands in the marketplace has vastly in-creased in the 1980s and 1990s, and the amount...
The purpose of this research is to develop and empirically test a conceptual framework for examining...
The number of brands in the marketplace has vastly increased in the 1980s and 1990s, and the amount ...
Rising levels of advertising competition have made it increasingly difficult to attract and hold con...
Rising levels of advertising competition have made it increasingly difficult to attract and hold con...
Funder: University of CambridgeThe recall of 90 magazine advertisements, consisting of a Brand, a Pi...
Funder: University of CambridgeAbstract: The recall of 90 magazine advertisements, consisting of a B...
Previous studies have revealed that creative advertisements are recognized and recalled better than ...
International audienceFaced with an abundance of advertising messages, Internet users allocate only ...
Based on Mandler's theory of schema organization and previous visual attention research, we formulat...
We investigated the effects on consumer memory of experiencing a perception of discrepancy during an...
This paper applies the theory of memory for advertising, developed in the consumer behavior literatu...
This is the published version. Copyright 1993 by the American Marketing Association.Investigated the...
In an experimental situation, the format of broadcast advertisements is manipulated to allow for add...
Advertising research in the past has evaluated memory mostly from the perspective of active recollec...
The number of brands in the marketplace has vastly in-creased in the 1980s and 1990s, and the amount...
The purpose of this research is to develop and empirically test a conceptual framework for examining...
The number of brands in the marketplace has vastly increased in the 1980s and 1990s, and the amount ...
Rising levels of advertising competition have made it increasingly difficult to attract and hold con...
Rising levels of advertising competition have made it increasingly difficult to attract and hold con...
Funder: University of CambridgeThe recall of 90 magazine advertisements, consisting of a Brand, a Pi...
Funder: University of CambridgeAbstract: The recall of 90 magazine advertisements, consisting of a B...
Previous studies have revealed that creative advertisements are recognized and recalled better than ...
International audienceFaced with an abundance of advertising messages, Internet users allocate only ...
Based on Mandler's theory of schema organization and previous visual attention research, we formulat...
We investigated the effects on consumer memory of experiencing a perception of discrepancy during an...
This paper applies the theory of memory for advertising, developed in the consumer behavior literatu...
This is the published version. Copyright 1993 by the American Marketing Association.Investigated the...
In an experimental situation, the format of broadcast advertisements is manipulated to allow for add...