There is usually a considerable time lag between the time when we are exposed

to mass media advertisements and the time when we have to make purchase

decisions. We might have seen an advertisement for a new brand of margarine that

claims to lower cholesterol on television. When a few days later, we see this brand

of margarine on the shelves of our local supermarket, we might remember the ad

and put one or two packages into our shopping cart. Obviously, without memory,

we could not have read or understood the advertisement in the first place, but that

is of less interest here. One issue that interests us here is how we can remember

the picture and the message contained in an advertisement over days or weeks and

which factors determine whether or not we recall the ad at the point of purchase.