Can Brand Users Really Remember Advertising More Than Nonusers?
过去研究发现品牌用户对广告的认知度高于非用户，但可能受测量方式影响。本研究通过六种不同测量方法（包括执行和媒体提示）证实，用户记忆优势是真实现象，对创意设计、品牌测试和吸引非用户的广告策略有重要影响。
Past research shows that advertising awareness is systematically higher among a brand’s users than nonusers. This past research has been confned, however, to measures where a brand name forms part of the cuing material. the current authors’ research across six different measures, which extends cues to execution and media prompts, shows the user bias in memory for advertising is not a measurement artifact. it is, in fact, a real phenomenon, occurring under a wide range of conditions. this has implications for creative design, branding, and pretesting, particularly with advertising that primarily aims to attract nonusers. it also has an impact on metrics for assessing global or cross-platform advertising