Measuring the hidden power of emotive advertising

This paper is about advertising which works on our emotions without necessarily achieving high levels of attention or recall.

Measuring the hidden power of emotive advertising

Robert Heath The Value Creation Company Pam Hyder Standard Life

Introduction

In 1961, in response to Vance Packard's famous polemic 'The Hidden Persuaders', Rosser Reeves declared 'There are no hidden persuaders. Advertising works openly, in the bare and pitiless sunlight.' (1). Doubtless there are some who believe that this is still the case, and that the way advertising works is totally transparent. Butwe know a lot more about how our minds and our brains works than we did 40 years...

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