MEMORY IN ADVERTISING – A BIBLIOMETRIC ANALYSIS

This article explores the relationship that exists between concepts such as memory and advertising. For this purpose, we perform a literature review based on database resources such as Scopus and Web of Science. Links between the terms in question are identified by exploring the content of the selected databases. In turn, VOSviewer software enables the extraction of patterns for keyword popularity in publications dedicated to memory and advertising, which is included in a discussion on the most critical research areas. The examined publications indicate a relationship between memory and advertising effectiveness. The literature indicates that various factors influence the processes of memory encoding, consolidation, and retrieval. Understanding these mechanisms allows brands to design strategies that maximize the likelihood of message retention in memory.

https://doi.org/10.7862/rz.2025.hss.02

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