RT Journal Article
SR Electronic
T1 Measuring Affective Advertising: Implications of Low Attention Processing on Recall
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 269
OP 281
DO 10.1017/S0021849905050282
VO 45
IS 2
A1 Robert Heath
A1 Agnes Nairn
YR 2005
UL http://www.journalofadvertisingresearch.com/content/45/2/269.abstract
AB This article is about affective advertising, defined as that which works more on our emotions and feelings than on our knowledge and beliefs. This sort of advertising can be processed effectively at relatively low levels of attention and as a result does not always perform well on recall measures. We compare the most popular recall-based metric—claimed advertising awareness—against an approach that deduces effectiveness from recognition and find claimed advertising awareness seriously underestimates the effectiveness of the advertising tested.