Should we forget advertising awareness? Measuring emotions and implicit attitudes

Advertising awareness, the most used ad efficiency metric, is coming under increasing scrutiny, as it is perceived as being based on old economic theories of consumer behaviour, and no longer useful for established brands whose awareness levels are already nearing the saturation point.

Should we forget advertising awareness? Measuring emotions and implicit attitudes

Valérie MorrissonTechnology and Media, TNS Sofres, France

Pierre GomyTNS Global, France

INTRODUCTION

Advertising awareness, the most used advertising efficiency measure, is more and more questioned (as other classical measures of image and declarative attitudes). Indeed, these measures are based on old economic theories of the consumer, who was considered to act rationally and remember any influence driving his/her attitude and his/her behaviour. During the 1990s academic research, notably based on neurosciences, has dramatically improved our knowledge of how memory works and how attitudes are built. The consumer should...

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