摘要
企業欲使其產品或服務與市場有所連結，通常會將訊息製成廣告，透過媒體傳播給消費者，使其記憶，進而購買。然而廣告何其多，要使得消費者深刻記憶並非易事。因此本研究透過廣播廣告的製作，來探討幫助記憶的機制。
學術研究在記憶歷程的研究中，多重儲存模式一直是是最具影響力的架構之一。Atkinson & Shiffrin提出感覺儲存器的概念，來闡述有關後像暫留的記憶現象，除了視覺上的暫留之外，聽覺亦有其暫留的現象。因此本研究欲延伸此種聽覺暫留的概念，可以幫助消費者延長廣告對於受測者的刺激，因此可以運用一些幫助記憶的機制，透過這種聽覺暫留的機制，得到較佳的記憶效果。
本研究之研究目的如下：
1.探討幫助記憶的機制對於廣告記憶效果之效益：針對廣告內文的押韻；廣告結尾處加入企業口呼的方式，研究是否對於消費者的廣告再認(ads recognition)、以及廣告回憶(ads recall)是否有所助益。
2.探討廣告表現形式對於廣告記憶效果之影響：採用廣告歌(CM song)，以及音效的改變控制，期望能加深消費者的印象。
3.探討常見的干擾因素對於廣告記憶效果之影響：操弄了消費者情緒、涉入程度；以及廣播節目型態等三個變數，以其能更深刻的瞭解消費者。
本研究採用自製廣播廣告的方式來操弄所有的變數，選定的目標廣告為「黑松優酪乳」以及「可伶可俐洗面乳」兩部分，並置入十個穿插廣告來進行實驗。並事先以正面新聞與負面新聞來操弄情緒，並預作前測以驗證其效果。
本研究之實驗結果如下：
1.「增加企業口呼」、以及「運用押韻的文案」的確可以幫助記憶。
2.「廣告歌」的廣告手法，的確也助於消費者記憶。
3.受測者喜愛乾淨的、純淨的廣告內容，過多的產品資訊以及產品知識，受測者在廣告態度面上較為不喜愛。
4.涉入程度確實能提高消費者記憶，但與自變數間的交互作用則無廣泛的支持。
5.情緒與自變數間的交互作用雖有部分支持，但並非正面情緒較佳。
6.音樂節目型態與競品廣告的干擾，則無明顯之差異。

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