That is, once a commercial or print ad starts running, consumers do not remember everything in it with equal accuracy. Whereas, some elements stick in one s memory, other elements fade away. Knowing which elements have the highest memory retention rate is of great benefit in improving future creative executions. One of the most important strategic benefits of advertising is how it can shape and magnify a brand image. Typically, a minimum of one to two years of consistent advertising is required to cause measurable change in brand image.
Brand image is the element of advertising most likely to create brand loyalty.
Brand Trial And Usage. The consumer trial rate of the subject brand and major competitive brands is useful to track. Moreover, both trial and usage are valuable analytic variables. A measure of volumetric usage of the target brand is always important, because one of the possible effects of advertising is an increase in frequency of brand purchase. Key demographics such as geography, age, sex, education, and income should always be included.