Quick! Name the product launched this year that left the most distinctive fingerprint in your memory! Hm, thought so... The average customer in the US today can't remember much about the important products crafted in the recent period, according to a joint study by ComScore, IRI, Schneider Associates and New Products magazine.

The research, called “Most Memorable New Product Launch Survey 2007” and cited in BrandWeek, found that the impact of most launches this year was very disappointing, which indicates that advertisers need to learn more about how to reach potential customers. More than 77% of those questioned were not able to indicate even a single item from the top 50 new products in 2007- not without help from the interviewers that is. Even high-profile names in the industry, like Coca Cola, Apple or Microsoft were ignored, despite the fact that their products do appear listed in the aforementioned top.

The cause for this "oblivion" is the lack of multi-platform advertisement, as Joan Holleran-Driggs, editor of New Products magazine, describes it: “Messages don’t resonate with consumers if they come from only one source. These marketers used multiple platforms to reach consumers.”

The study found that consumers usually get their information about a certain product from two main channels: recommendations from others and the TV. The authors underline that "coincidentally, the top products had significant TV support". However, some customers use more than one media source to learn about a new product.

Here is the complete list, as compiled by BrandWeek:

1. Apple iPhone (37%)
2. Microsoft Windows Vista (26%)
3. Febreze Candles (14%)
4. Domino's Oreo Dessert Pizza (10%)
5. alli weight loss capsules (10%)
6. Oreo Cakesters (10%)
7. Diet Coke Plus (9%)
8. Subway Fresh Fit Meals (8%)
9. Motorola Razr2 (8%)
10. Listerine Whitening Quick Dissolving Strips (7%)