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MFM -- Understanding How Memory Motivates Consumers and Its Impact on Media and Advertising

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MFM -- Understanding How Memory Motivates Consumers and Its Impact on Media and Advertising

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Janet Stilson

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MFM InSites

Say you're the head of marketing at a major consumer packaged goods company, and you've produced a spot for an up-and-coming tea brand. Warm, romantic storyline about a couple drinking tea, throwing witty dialog back and forth. Sexual frisson. You get the drift. Their mini-story reaches a conclusion 27 seconds in, followed by a bright blue screen -- the brand's defining color -- and then the tea logo. It's a beautiful thing to behold. Except the response from consumers is lukewarm. Not enough people are remembering the brand name. They aren't properly motivated to buy your delicious rose-hip lemonade concoction, or that basil-green tea variety. At what point did the commercial go wrong? And how do you trial alternative messages to make the right impact?

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Janet Stilson photo

Janet Stilson

Janet is the writer of magazine articles, books and several film scripts. Penned articles for many fine publications over the years about topics that range from the delights of walking through Spanish Harlem to business models for advanced forms of media.… read more

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Home The People
The People

MediaVillage “The People” is where the advertising and media community comes to life. Explore the stories, beliefs, commitments, and passions that inspire and motivate the diverse people who work day-to-day advancing their personal growth and business success. Follow “The People” columnists and hosts to discover your community and connect with your people. Follow our social network @AdvDiversity

See All Channels
Advancing Diversity
Go to page
#Ask-GenZ
Go to page
Future of Men
Go to page
Legends & Leaders
Go to page
LGBT+ Advancing
Go to page
Shattering the Glass Ceiling
Go to page
The Age of Aging
Go to page
The Pool
Go to page
The Storytelling Revolution
Go to page
WomenAdvancing
Go to page
The Business
The Business

MediaVillage “The Business” is the industry Knowledge Exchange, where leaders share intelligence, insights, stories and experiences in a trusted journalistic environment. Search “The Business” at MeetingPrep.com for free on-demand access to professional learning. Scroll down to visit each dedicated B2B library where the industry’s knowledge is archived. Follow our social network @MediaVillageCom

Read member content
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The Thought Leaders
The Programming
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At MediaVillage “The Programming” we go behind the scenes with the talent in front of and behind the camera and microphone. Content is at the heart of the media and advertising business. Our columnists, critics and hosts take you behind the scenes in Hollywood, Bollywood, Brooklyn and Queens, YouTube, TikTok, the metaverse and everywhere content is created. Follow our social network @TVVideoDownload

See All Channels
#AndradeSays
Go to page
Behind the Scenes in Hollywood
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