Brand Recall

In his book, The Advertised Mind, Erik du Plessis, talks about what determines whether a shopper will buy a brand or not. He says, 'What determines whether a shopper will buy a brand is largely memory, and memories derived from advertising are among the memories that are liable to come to mind'.

For an advertisement to come to mind, it either has to be brilliantly conceived and executed, like the Mentos Ad, leaving an impression behind, or be such a terrible one, that its remembered because of the dislike consumers associate with it, like the annoying Lux Undergarments Ad.