search query: @author Heath, R. / total: 10
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| Author: | Heath, R. Nairn, A. |
| Title: | Measuring affective advertising: implications of low attention processing on recall |
| Journal: | Journal of Advertising Research
2005 : JUN, VOL. 45:2, p. 269-281 |
| Index terms: | advertising measurement |
| Language: | eng |
| Abstract: | This paper focuses on affective advertising which works with our emotions and feelings. It compares the most popular recall-based metric (claimed advertising awareness) against an approach that deduces effectiveness from recognition. Findings show that claimed advertising awareness seriously underestimates the effectiveness of the advertising tested. |
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