Memory and Marketing

Memory is the process of gaining information and storing it over time so that it will be available when needed. Approaches to studying memory utilize an information - processing approach. Whereby they reckon that the mind is some form of computer. Memory plays an important role in the decision-making processes of consumers by affecting their perception and recall of marketing information. Consumers knowingly and unknowingly use information stored in memory to make a myriad of decisions ranging from what brand and flavor of gum to purchase to what make and model of car to buy (Schiffman & Kanuk, 2007). Thus, the ability of consumers to recall marketing generated information has a major impact on their purchasing decisions.

 The Memory Process

Encoding is where the data enters in a way the system will recognize.The storage is where the information is stored.  Finally retrieval is the stage of where retained information in memory is needed. This process is how people remember a memory due the way people mentally program information and associate it with a stimuli that would trigger people to remember it. Therefore the unique the memory the better. Marketers tap into this the most successful marketing strategy associated with memory is the association of Santa Claus and Coca Cola. Coca Cola is always associated Santa Claus specially during Christmas. Saint Nick initially wore green however Coca Cola revamp the image and turned it into red. Now no one even remember the green Santa Claus.

Types of Memory System

According to the information-processing perspective there are three distinct types of memory sensory memory, short term and long term memory. Sensory memory permits storage of the information we receive from our senses. This storage is very temporary it only lasts a couple of seconds. If information is retained for further processing, it passes through an attention gate and is transferred to short-term memory (STM). For example when you see an ad on TV for a mail order product you might like to buy, you only keep the phone number in memory until you have dialed it. Long-term memory is the system that allows us to retain information for a long period of time. Catchy slogans or jingles often help in this area. A cognitive process called elaborative rehearsal allows information to move from short-term memory to long-term memory. Each plays a role in processing brand related information.

Activation Models 

The further it takes for people to process information the more possible the information get transferred into long term memory. For example Sport Life gum adverts. 

A linguistic meaning like the message this Dutch adverts for a chewing gum is broadcasting is more complicated and require audience to think about the message.

Associative Networks

This is where information related to brands, manufacturers and stores are stored in people's memory. When consumer determine future consumption and decision making. They access this network/structure and for and evoke set.  

For example, in the US, the color red makes people eat 25% more, therefore most restaurants and fast food outlets such as McDonald's and  KFC use red as their main color. This is due to people seein red color and associate it with food which then trigger hunger.

Spreading Activation 

This is a marketing message which may activate memory of a brand directly when it shows up of which activates nodes of information collected together to create a form of propositions or beliefs. The information is combined, reinforced and becomes more powerful, This is called level of knowledge. For example Burberry is a popular brand and perceived to be luxury. Therefore when seeing an advert for Burberry it would automatically trigger perceptive information stored in your memory about the brand.

The Marketing Power of Nostalgia

In the world of marketing, nostalgia can be a powerful tool. From music and imagery, to branding and celebrity endorsements, there are many ways companies can leverage the past in order to elicit an emotional response. Just think about Coca-Cola, a brand that is nearly synonymous with “nostalgia." The red Spencerian script, the contoured plastic bottles that mimic the style of the old glass ones.

Nostalgia describes a bittersweet emotion where people view the past with both sadness and longing  Solomon, (2011) However, some might argue that nostalgia is a reliving happy memories from the past that can help you feel better in the present. And since these happy memories often involve people you're close to, nostalgia reminds you that people care about you and love you, re instilling the notion that you're part of a bigger social sphere. For example old Coca Cola advert showing everyone gathered together on top of the hill singing about buying the world a coke. That was just a figure of speech but Coca Cola revamp that advert and made it possible using that memory and the same concept but possible.

I’D LIKE TO BUY THE WORLD A COKE: 

"Project Re: Brief | Coca-Cola | Mobile Ad Demo"

From a marketing perspective, leveraging nostalgia now makes a whole lot of sense. If your content can get people feeling nostalgic, it will also get them feeling good by extension. And when it comes to growing a loyal following of folks who love your business, creating content that makes them feel good seems like a winning strategy.

Reference

Schiffman, L.G. & L.L. Kanuk (2007). Consumer Behavior (Ninth Edition). Upper Saddle River, NY: Prentice Hall.

Us, C., Us, A., Us, A., Business, O., People, O., & Partnerships, O. et al. (2016). Coca-Cola and Father Christmas: The Sundblom Santa story | Coca-Cola GB. Coca-cola.co.uk. Retrieved 13 April 2016, from http://www.coca-cola.co.uk/stories/history/advertising/coca-cola-and-father-christmas-the-sundblom-santa-story/

Learning and Memory--Consumer Behavior. (2016). Consumerpsychologist.com. Retrieved 13 April 2016, from http://www.consumerpsychologist.com/cb_Learning_and_Memory.html

Us, C., Us, A., Us, A., Business, O., People, O., & Partnerships, O. et al. (2016). I would Like to Buy The World A Coke Advert | Coca-Cola GB. Coca-cola.co.uk. Retrieved 13 April 2016, from http://www.coca-cola.co.uk/blog/id-like-to-buy-the-world-a-coke/