Cet article présente les différentes sources d'oubli d'un message et analyse comment les caractéristiques de l'environnement marketing peuvent affecter l'acquisition et le rappel des publicités. Il insiste plus particulièrement sur le phénomène d'interférence des informations en mémoire et propose plusieurs solutions pour juguler l'oubli dans un contexte de forte concurrence publicitaire.
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