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Journal Articles Marketing Letters Year : 1997

Analyzing the Memory Impact of Advertising Fragments

Michel Tuan Pham
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Abstract

Marketers are making increasing use of very brief messages that mention just a brand name or a brand name with a short headline, as in event sponsorship and program endorsements. There has been debate over the effectiveness of these ldquoadvertising fragments.rdquo This paper introduces an approach for controlled testing of the effects of advertising fragments. Using a reaction-time based procedure, we show that a key effect of advertising fragments is to revive established brand associations, even though these associations are not explicitly communicated. This reactivation occurs not only when these names receive focal attention, but also when they receive nonfocal attention.

Dates and versions

hal-00457575 , version 1 (17-02-2010)

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Marc Vanhuele, Michel Tuan Pham. Analyzing the Memory Impact of Advertising Fragments. Marketing Letters, 1997, Vol.8, n°4, pp.407-417. ⟨10.1023/A:1007995112055⟩. ⟨hal-00457575⟩

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