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Question
Scenario 10-2National clothing retailer, Old Navy has been known for its creative ad campaigns for a number of years. In 2010, the company decided to tap into some Hollywood talent to help promote its brand. Actors Jaime Pressly, Bailey Chase, and Judy Greer were signed to support the company's Scream for Savings initiative, a campaign designed to reach consumers with comedic messages. Old Navy spent over $100 million in measured media through the first two-thirds of 2010, and annual ad spending has topped $175 million in recent years.
("Old Navy Taps Hollywood Talent for Halloween Spot" BrandweekMagazine, October 29, 2010)
It is believed in advertising that repeated exposure to a particular stimulus will increase the chances of the stimulus being remembered in the future. This describes the term:
a. brand recall.
b. advertisement remembrance.
c. strong memory.
d. display memory.
Answer
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