These are the three responses that are very .
important to a customer's reaction to an advertisement, and hopefully their future purchases.
Mental advertising responses deal mainly with memory. From the moment a person is exposed to an ad, there's an initial reaction. You automatically look around to see if there is a need for the product, or if there is a person who needs the product. From here, if you focus your attention on the ad any longer, it moves from an image, to your consciousness, then hopefully into your memory. Once it's stored in your memory, a repeat of the exposure can trigger the ad from your memory, and the advertiser has now caught your attention. You"re in the living room cleaning your table, which by the way is all glass with metal supports. A commercial for the Pledge Grab it Wipes comes on. The first thing you do is look at your table, to see if you have a need for it, and of course you don't. But, the next day you"re over a friend's house, and she tells you how she is having a hard time dusting her wooden tables. Eureka, you've got it! You then proceed to tell her about the Pledge Grab it Wipes commercial you saw on TV, and you probably recalled it from memory with little or no effort, if you recalled it on your own, or was it a direct response to a stimulus.
Anderson 3.
The second is the mental brand response that deals with ad exposure. It targets things like a persons awareness of the brand, feelings toward the brand itself, and the relationship, if any, you may have toward the brand, and most importantly, your experience of the brand itself. The Brand Response Matrix states that "a brand only exists in a person's mind: it is a network of associations between elements in the memory", elements being the sum of associations, feelings, attitudes, and behavioral tendencies that .
a brand brings to mind. This aspect of response entails the associations a consumer has to a brand, and helps them judge whether or not it's relevant to them.
