by Jill Dennis
I'm always amazed how strong my 5 year old son's memory is. He's in Kindergarten now and his teacher has been teaching his class how to spell colors. She writes short songs that include the spelling of a certain color of the day and puts those lyrics to the tune of a song that the children will know. Right now he is singing a song about the color BROWN to the tune of B-I-N-G-O. Singing those "color" songs has helped him to recognize the letters and words when he sees them on paper. Your memory doesn't have to work as hard when you can hear something repeatedly.
According to Roy H. Williams in his book The Wizard of Ads, there are only two kinds of ads: echoic (sound) and iconic (sight). Echoic ads are far more intrusive than iconic ads. Hearing a commercial on the radio works along this same premise....hearing it is far more intrusive and the more often you hear the commercial the more likely you'll remember it.
The following quote from Roy H. Williams in The Wizard of Ads drives this point home.
"You hear even when you're not listening, but you don't see unless you're watching. This is why you can sing hundreds of songs you never intended to learn , but you can't name the color of the car that sits in the driveway just five houses down the street from your home, even though you drive past it several times a week."
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