Reklamat

Reklamat is a theoretical construct used in advertising studies to describe the set of design and messaging features that influence audience memory and brand associations after exposure to an advertisement.

Origin and usage: The term emerged in marketing discourse as researchers sought to distinguish recall-related effects from general attitude changes. The word Reklamat is an invented term combining a root related to advertising with a suffix indicating a conceptual construct, and it is used as a neutral label rather than a product category.

Dimensions: The Reklamat model identifies three interrelated dimensions: salience (visual prominence and distinctive imagery), plausibility (perceived credibility of the message), and affect (emotional engagement). These interact to affect unaided recall, recognition, and eventual brand memory.

Measurement and applications: In research settings, Reklamat effects are assessed via memory tests, recognition tasks, and brief attitude measures, while in practice teams use the concept to guide creative development, media planning, and postcampaign analysis to improve memorability.

Limitations: As a heuristic, Reklamat is not universally defined across cultures or media channels, and external factors such as exposure frequency, prior knowledge, and platform dynamics can confound the relationship between Reklamat dimensions and recall.

See also: Advertising recall, brand memory, memory in marketing, neuromarketing.