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Measurement

Memory Activation

The activity of the neural circuits related to memory (see "Memory") processes in the brain. Memory activation includes both the formation and retrieval of memories and involves multiple brain areas from the cortex and subcortex. In advertising and marketing, memory activation can reflect message engagement and increase the probability that the ad or other marketing communication has had an impact on brand perceptions and desireability.
The activity of the neural circuits related to memory (see “Memory”) processes in the brain. Memory activation includes both the formation and retrieval of memories and involves multiple brain areas from the cortex and subcortex. In advertising and marketing, memory activation can reflect message engagement and increase the probability that the ad or other marketing communication has had an impact on brand perceptions and desirability.

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