I don't care

Of foremost importance to any brand is to always remain in consumer memory. Consumers don't wanna remember you period! Despite all your Cleo winning Ads and commercials, consumers are 'trained' to ignore you. And it ain't rocket science, why. 'Cos they don't care about what you wanna sell. But then, there are times when consumers remember, and they do so as they seek out the marketer communique themselves. Its an act termed, 'Active Learning'. Information gathered through active learning is remembered as it reaches the consumers long term memory. Not so when it comes to advertising, where learning is passive and information fades away from the consumer's short term memory.

--- Buyer Behaviour