I. Advertisements Must be Remembered MEMORY plays a significant part in the process of persuasion. Memory is dependent on learning for we cannot remember what we have never learned.

Memory may be said to have four phases. First there is impression through the sense organs, then retention, in readiness for the third phase of recall when required, and fourth a feeling of recognition that accompanies recall. Impressions can be more readily retained when they are powerful and clear. Without these characteristics they have little effect. For instance, we often fail to remember the name of a person to whom we have been introduced. The reason often is that the name was merely mumbled. There must be no "mumbling" in advertisements. They must be clear and intelligible or they cannot hope to become impressed on the reader's memory.