Memory and nostalgia
Defined in a marketing context by Britt (1955) as 'Every time an advertisement or commercial appears, the objective is to have the reader or viewer learn something and remember what he learned'. Rice (1977) suggests that marketings' ultimate aim is to teach them brand loyalty'.
Learning
Solomon (2006) states that 'learning refers to a permanent change in behaviour, which comes with experience'.
This impacts on individuals as when they see repeated adverts they tend to remember and learn what message the advert is trying to deliver across to them. The message getting across to the audience successfully achieves the marketers aim of the advertisement purpose. Therefore, the aims of the product promotion will be successfully achieved.
Learning links to memory as it is seen as getting the knowledge out of what individuals tend to see, therefore this links to memory as the knowledge is stored in the memory. This relates to commercials as when individuals see adverts the aim of the advert is for its audience to remember and learn about it.
Memory
Memory is an individual's ability to store, retain and recall information and experiences. Blakemore (1988) states that "learning is the acquisition of knowledge and memory is the storage of internal representations of that knowledge”.
Memory processes when individuals gain information, which they store in their memory therefore the information is kept in their memory so when they need to use it they can. Solomon (2006) states that 'memory involves a process of acquiring information and tends to store it over time, so it is available when needed'. This relates to marketing as when individuals look at an advertisement they tend to remember the product if it appeals to them, therefore it becomes stored in their memory.
Nostalgia
"When a stimulus is capable of recreating a personal event, even after many years, there often follows a bitter-sweet sentiment known as nostalgia” (Dubois 2000). However, Solomon (2006) states that this term is a bitter, sweet emotion where the past is viewed with sadness and longing. This can impact on people in various ways, for example people can see an object which relates to their past and this can bring back old memories for them. This again relates to certain smells or perfumes that people can relate to from their past.
"When a stimulus is capable of recreating a personal event, even after many years, there often follows a bitter-sweet sentiment known as nostalgia” (Dubois 2000). However, Solomon (2006) states that this term is a bitter, sweet emotion where the past is viewed with sadness and longing. This can impact on people in various ways, for example people can see an object which relates to their past and this can bring back old memories for them. This again relates to certain smells or perfumes that people can relate to from their past.
ADS Using Nostalgic triggers
Nostalgia could also be a wistful desire to return in thought or in fact to a former time in one's life, to one's home or homeland, or to one's family and friends; a sentimental yearning for the happiness of a former place or time for example a nostalgia for an individual's college days (Solomon 2006).
Organisations tend to use this method within their advertising process as this helps them to gain customers attention as it impacts on the audiences emotions and makes people think about the past again, this encourages the customers to relate or gain that certain
product/service again.
Organisations tend to use this method with people who already have a history with that particular product. For example, old cars reintroduced, this makes people from the older generation remember cars from the olden days. Also, organisations tend to promote and advertise their products on television by using certain themes or songs which takes the audience back into the old days.
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