Publicidad y memoria: impacto de los anuncios publicitarios en la mente de los consumidores

Abstract

The publicity, together with human memory, plays a fundamental role in brand recall. The objective of this research is to determine the impact of advertisements of a fictitious brand and an existing brand in the memory of consumers between 18 and 22 years old, male and female students of the Faculty of Philosophy, Sciences and Letters of Education of the University of Cuenca. First, a fictitious advertisement will be created and compared with a real advertisement. Then, in order to measure the impact of both advertisements, surveys will be conducted in two time periods with an interval of one month to measure the level of recall in the consumer's memory and to observe the most relevant elements. It can be concluded, for the case study, that the level of brand recall can be high, even for a non-existent brand, and could compete and even position itself better than the real brand, if the right strategies are used when creating an advertisement, for example, cognitive biases, sensory marketing, advertising insights, among others. It is worth mentioning that memory is fragile, which is why the frequency of exposure of an advertisement with the consumer is important to position the brand.