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A Neurocognitive Model of Advertisement Content and Brand Name Recall

Statistics Netherlands (CBS), P.O. Box 4000, 2270 JM, Voorburg, The Netherlands
Department of Psychonomy, University of Amsterdam, Roetersstraat 15, 1018 WB Amsterdam, The Netherlands
antoniogchessa{at}yahoo.com
jaap{at}murre.com

We introduce a new (point process) model of learning and forgetting, inspired by the structures of the brain, that we apply to model long-term memory for advertising and brand name recall. Recall-probability functions derived from the model are tested with classic data by Zielske (1959), as well as advertisement content and brand name recall data of a Dutch study that tracked over 40 campaigns of TV commercials. Data fits and cross-validation results indicate that the recall functions serve as a good first approximation for aggregate behavior. The shapes of optimal GRP schedules, which are obtained by maximizing a recall measure, are strongly related to the model parameters and corresponding memory processes. Comparisons with existing models in the literature indicate that a neurobiologically motivated model may give a more realistic description of memory for advertisements.

Key Words: advertising; memory; impact; scheduling; bursting; dripping; massed and spaced learning; point processes
History: Received: May 28, 2003;

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