Only half of the 22 press advertisements could be recalled by at least one person. 12 ads were not remembered by anyone, and only four ads were recalled by at least 3 people.
This is the result of the study into the perception of print ads, which I organized as part of my psychology class in advertising at the Institute of Psychology, University of Wrocław.
You Could See Her…
Eight of 23 students remembered Edyta Herbuś (a famous Polish actress and celebrity). This makes her an incredibly recognizable brand. Three people remembered brands that sponsored a dancer’s photo shoot, out of whom one person recalled H&M (while the brand only appeared in the description of the photographic session, which means the observation required considerable effort). One person remembered Jim Beam, and one person remembered both Jim Beam and H&M. No one remembered Alles, the lingerie manufacturer.
Edyta Herbus & Jim Beam press ad
In addition, someone remembered that “you could see Edyta Herbus’s nipples”. Another person remembered seeing “a woman in a wet T-shirt,” without any details. Edyta Herbus, a woman in a wet T-shirt, or plainly “Jim Beam”, when counted together, means that the photo session was remembered by 13 of the 23 surveyed students. I believe with such a result the marketers at Jim Beam could joyously raise a well-deserved toast with their own product.
(…)
Margaret Delivered Semilac
The second most frequently remembered ad was for Semilac. In conclusion, most of the respondents simply remembered “Margaret” (…)
(…)
Das Auto Rings No Bells
Volkswagen’s ad was initially mentioned by three out of 23 students — a middling result. It was, however, a lasting impression, and even an additional memory trace was revealed a week after. (…)
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That’s just a fragment of the article. You’ll find the full version on my LinkedIn profile here:
Photo: Freepik
