haku: @indexterm ADVERTISING / yhteensä: 1883
viite: 303 / 1883
| Tekijä: | Heath, R. Hyder, P. |
| Otsikko: | Measuring the hidden power of emotive advertising |
| Lehti: | International Journal of Market Research
2005 : VOL. 47:5, p. 467-486 |
| Asiasana: | advertising emotions measurement |
| Kieli: | eng |
| Tiivistelmä: | 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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