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| Author: | Heath, R. |
| Title: | Emotional engagement: how television builds big brands at low attention |
| Journal: | Journal of Advertising Research
2009 : MARCH, VOL 49:1 p. 54-61 |
| Index terms: | advertising research television advertising advertising effectiveness decision making emotions |
| Freeterms: | psychological aspect print advertising engagement attention |
| Language: | eng |
| Abstract: | This study investigates engagement as an unconscious feeling that appears when an advertisement is being processed. An emotional engagement model is used in the survey. The goal of the model is to show how strong brands can be built without the need for the high levels of attention that advertising usually demands. Findings of the survey reveal that TV advertising is advantageous at building strong brands. Therefore on-air commercials get less than half the attention of print advertising. This finding confirms that it is possible that TV advertising engages strong feelings, but at the same dont get much attention. |
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