| Author: | Heath, R. Hyder, P. |
| Title: | Measuring the hidden power of emotive advertising |
| Journal: | International Journal of Market Research
2005 : VOL. 47:5, p. 467-486 |
| Index terms: | advertising emotions measurement |
| Language: | eng |
| Abstract: | The article investigates advertising that works on our emotions without necessarily achieving high levels of attention or recall. The most popular recall-based metric, claimed ad awareness, is compared against an approach that deduces effectiveness from recognition, claimed ad awareness is found to seriously underestimate the effectiveness of the advertising tested. |
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