Researchers examined the implicit-explicit memory distinction in the domain of brand-name memory from advertisements. The distinctions were tested in 2 experiments that assessed effects of word frequency of the brand name, type of processing, and repetition on tasks reflecting implicit and explicit memory. Results showed that high-frequency brand names perform better on indirect tests. Moreover, priming effects emerged only when the brand names were the focus of attention at advertising exposure. Repetition led to parallel facilitation effects on indirect and direct tasks, whereas elaboration results dissociated these memory tasks. Implications of these findings for brand-name selection and advertising testing are discussed.

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