Team Empirical Generalizations

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.

Empirical Generalization #12: If the advertisements recently recalled were on traditional media, they were more likely to have left a positive impression than if they were on digital media. If the consumers had a previous positive impression of the brand or product advertised for advertisements recently recalled, the advertisements were more likely to have left a positive impression, regardless of the media.

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.