Summer Institute for Communications and Marketing Pre-Institute Sessions-Gustavo Segui - Remember This! Communication Memory and Action

Gustavo Segui - Remember This! Communication Memory and Action

Pdf Summary

The document discusses the importance of memory in communication and strategies to help the audience remember and take action. It introduces the concept of the forgetting curve and suggests identifying and focusing on the critical message that you want your audience to remember. The document emphasizes the need to create content with the audience's memory in mind and provides tips on prime cues, memory retrieval, and generating action. It mentions different types of memory, such as prospective and retrospective memory, and how they can be utilized. The document also highlights the importance of enabling others to move towards rewarding experiences and increasing the likelihood of action on intention. It suggests considering the proportion of the campaign and asks whether it is memorable or forgettable. The document concludes with an example of promoting an AI course and encourages the audience to think about what they would do differently as a result of the presentation.

Keywords

memory

communication

forgetting curve

critical message

content creation

prime cues

memory retrieval

action generation

prospective memory

retrospective memory