How to be memorable

Every ad has three jobs: to be noticed, to be remembered and to change an opinion or a behaviour. Richard Shotton focuses on the middle one, memory. He describes behavioural science as what we used to call social psychology, built on peer-reviewed experiments rather than gut feeling, and together with Mike Treharne he reruns classic studies on large, nationally representative samples.

You'll learn why people remember concrete phrases up to ten times more often than abstract ones, why it helps to let the audience work out part of the message themselves, and why the peak and the end of an experience shape how it's remembered. Richard illustrates it with Philips and Apple MP3 player ads, Holsten Pils and The Economist campaigns, and the Magic Castle Hotel in Los Angeles with its Popsicle Hotline.