'Ah Yes, I Remember It Well!' (With apologies to Maurice Chevalier)
Robert Heath The Value Creation Company
In this article I address the evaluation of advertising which influences feelings and emotions. I explain why claimed ad awareness is likely seriously to underestimate the effectiveness of this sort of advertising, and describe two controlled research tests which support this assertion.
Background
In 1961, in response to Vance Packard's famous polemic, Rosser Reeves declared 'There are no hidden persuaders. Advertising works openly, in the bare and pitiless sunlight.' Doubtless...