In our previous class we were assigned a group,
where we discussed two empirical generalizations. Our group was assigned with
empirical generalization #12 and #24.

Our group felt that this generalization
pertained to exposure based on media. If a consumer has already been exposed to
a certain advertisement, the next time a consumer is exposed to this advertisement
the type of media channel can still leave a positive impression.
Empirical
Generalization #24: Across all paid, owned and earned consumer
contact points, users of brands have 1.7 times higher recall for the brands
that they use than non-users buying in the same category.
Our group felt that this
generalization was similar to the one stated above, except this focused on
contact points in all medias. Both of the generalizations focus on exposure and
recall. Consumers that are more familiar
with a brand will have a higher chance of recall.
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