Hello Guys, I am back and this time its Memory and Nostalgia. Getting straight into theory, one of the theorist called Brit (1955) said that when ever an individual sees an advert or views an advert in a newspaper, the main reason or shall I say the main objective is that the individual seeing the advert or reading it will learn something from it and if by any chance the individual has failed to register what the advert was about then the purchase of the product advertised would not be done as the individual did not get what the advert was about. Below is a picture of an individual confused about a product.
This advert was not only confusing but misleading as the website on which this picture was advertised in got so many complaints and the brand Ralph Lauren being such a big brand had lost its customers trust. This picture was not real as it was fiddled with on photoshop as the models lower half of the body was fake and made on photoshop and the complaints were that a human figure can never look like this.
What is Memory? Is it something which is in your brain? Or is it Something you have learnt at school, college or even University? Or is it the teachings you have got from your family? Basically in simple wordings Memory is a book in the head of your experiences in life, it can be good and it also can be bad.
Theoretically explaining it memory is a process where information is stored and its like a permanent book when you need the information will be there unless you have erased it. Similarly the marketeers who advertise their product want the customers to remember what the product was or what the advertisement was and what brand it was so that the customer gets the advert in its memory and never forget the brand or product being advertised. For this to happen, marketeers need to make their advertising techniques right and not make the customer confused and bored. Its like hitting a bulls eye in darts, if you hit it you are in contention of winning if you don't you need to try harder, similarly if you haven't connected with the customer with the advert, its going to be a struggle. Another Theorist Solomon says that the marketeers are very much reliant on the consumers so that they can get the information they have learnt about the product or service.
There is something called information processing perspective (sounds like an IT term), and in it are three memory systems. First one being the sensory buffer (now this sounds like something to do with music), Second one being the short term memory and the final one being the long term memory. This system of memory plays a role in which it captures and processes any information from the people. In the marketing field, this system relies heavily on how long the customer can remember the product. The marketeers are likely to advertise their products again and again so that the customers remember it and repeat it like its there favourite tune.
If you think product does not have a role in any of this, then think again because it does. It has a role as in the memory of a marketeer. For example a product like an ice- cream if being eaten by an adult it may bring back his or her's childhood memories. So the product plays a huge part as well in all this.
Moving on to the next bit which is Nostalgia. Its a funny word but it also has a place in the marketing world. According to the theorist R. Wright (2000), he stated that the term nostalgia is something which is like a sentiment remembering old days of childhood and good memories. Whereas another theorist Solomon said that nostalgia is a sweet and also bitter type of emotion where the past can be viewed with happiness and sadness.
If I have to give my view about it I would say that the way the customer observes its product that is how the past is being brought whether its good or bad memory. This is the way marketeers use to advertise as it helps to attract the customer and make them feel emotional especially women as they are more sensitive and emotional to anything especially adverts.
Once again any comments on this post, please feel free to post or give your feedback/suggestions. Till then see you soon.
