RT Journal Article
SR Electronic
T1 A New Model For Measuring Advertising Effectiveness
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 23
OP 31
DO 10.2501/JAR-42-2-23-31
VO 42
IS 2
A1 Bruce F. Hall
YR 2002
UL http://www.journalofadvertisingresearch.com/content/42/2/23.abstract
AB Recent developments in neuroscience and psychology are converging in a consistent view of how consumers actually ‘feel’ and ‘think.’ This paper will show how we can use that learning to address the question of how advertising works conceptually and use that conceptual foundation to suggest some new measurement methodologies.