The audience memory curve summarizes research on what an ordinary presentation

Presentation

Presentation is the practice of showing and explaining the content of a topic to an audience or learner. Presentations come in nearly as many forms as there are life situations...

 audience

Audience

An audience is a group of people who participate in a show or encounter a work of art, literature , theatre, music or academics in any medium...

 is most likely to remember from the presenter's messages. In communication

Communication

Communication is the activity of conveying meaningful information. Communication requires a sender, a message, and an intended recipient, although the receiver need not be present or aware of the sender's intent to communicate at the time of communication; thus communication can occur across vast...

 strategy, it is important to use direct approach in the beginning of a presentation. This is where the audience remembers most of the ideas presented. Use and deliver ideas in descending importance order. Leave the second most important message to last.

If indirect approach is used then the ending of the presentation should conclude the main idea as a solution.

The audience memory curve is important when planning effective corporate communication.