Measuring the immeasurable - new ways of capturing the hidden power of advertising

John Faasse, Andy Santegoeds and Nicole Scheibenreif

The effectiveness of advertising is diminishing. A fragmenting audience, increasing advertising overload and the consumer's growing possibilities of avoiding commercial threaten the relevance of 'above the line' advertising.

Measuring the immeasurable – new ways of capturing the hidden power of advertising

John FaasseKobalt, Netherlands

Andy SantegoedsResearch & Intelligence, RTL Nederland, Netherlands

Nicole ScheibenreifIntern, Kobalt, Netherlands

INTRODUCTION

The 'Hidden Persuaders' are back. Fifty years after Vance Packard shocked the world with the concept of 'subliminal advertising', Robert Heath applied the idea of 'low-involvement processing' to the advertising industry. Where Packard suggested a conscious attempt by the advertising industry to tamper with the subconscious mind of the innocent consumer, Heath tries to save that same industry by offering the hope that advertising might have many unseen effects...

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