How ads work: Information processing

 

A key proposition of resource matching theory is that the cognitive challenge presented by a message execution should meet rather than exceed (or fall short of) the level of cognitive resources that t ...

This article uses empirical research, with young (aged 16-21) advertising audiences, to build upon existing communication theory in a number of ways. First, it summarizes meaning-based models that hav ...

This paper reports findings from a recent survey of 1115 respondents from 34 rural counties/villages in 11 Chinese provinces. It investigates consumers' reaction towards the advertising market by inco ...

Individuals, when processing information, apply a set of 'filters' to weed out what is unimportant. These filters include memories, values, beliefs, decisions and attitudes, emotional as well as logic ...

The advent of the digital age has changed the way many advertisers perceive how advertising works. In 1991, Mike Hall conducted research among creative agencies and clients and postulated four models ...

Based on 872 cases from across the globe, this study looks at the relationship between ads that experienced a rise in sales (market share), and their Millward Brown Link™ scores in terms of persuasion ...

There are a number of ways that a TV viewer can be 'engaged' with a programme. As a programme supplier, MTV needed to understand this 'engagement' better and how it affects embedded advertising. This ...

In view of the proliferation and ubiquity of media platforms, it is critical that marketers be able to measure cross-media consumption and its effect on consumer engagement, brand development and sale ...

In just five years, O2 has become the largest mobile brand in the UK, with over 18 million customers. Its strategy has been to put customers, not technology, at the heart of its message, promising 'en ...

Today it is harder than ever for a brand to stand out from the crowd and make its mark. But consumer engagement offers a lifeline for brands to (re-)establish relevance. Smart brands realise that bran ...

This introduction to Admap's report on consumer engagement (October 2007) considers some of the factors that influence what happens between seeing an ad and its message being stored in the memory. The ...

Many people scan media and ignore advertisements, precisely because they look like advertisements. So what can we do about it? One answer may be the 'big idea', not based on a single concept, but on a ...

Dr Robert Heath, Bath University School of Management, and Stuart McDonald, head of advertising insight at News International, present some new research that shows that press advertising is as effecti ...

Robert Heath, Bath University School of Management, and Paul Feldwick produce a crushing indictment of traditional information-processing models for how advertising works. They show that theories, suc ...

Notions of how advertising works are so deeply embedded in organisational practice that they routinely overrule judgement. While research repeatedly concerns itself with message takeout, product detai ...

In 1957 Vance Packard wrote The Hidden Persuaders arguing how ads could persuade at a sub-conscious level. However, since Freud first popularised the concept of the ‘sub-conscious’, psychologists have ...

The purpose of this article is to address why older advertising measurement systems (based on outdated theories of how consumers process information) are specifically leading to some marketers getting ...

This article explores the way in which advertising builds brand relationships. Behavioral research by Watzlawick, Bavelas, and Jackson (1967) suggests it is the emotional not the rational content in c ...

Engagement plays a contingent role in the effectiveness of advertising processing that corresponds to the message effects created during the process. Such message effects are advertising recall, messa ...

This paper proposes a new model of advertising research based on the new understanding of the mind provided by brain science. It hypothesises that much advertising nowadays works implicitly – either b ...

Previous experimental research found that the pre-exposure of publicity about advertisements has two distinct but related effects in advertised brand recall: (a) a facilitative effect on publicized br ...

In the past, it was presumed that behaviour was conscious, sequential and rational. The hierarchy-of-effects (HOE) models of advertising, like AIDA, reflect this ‘old world’ thinking, where ‘emotional ...

This paper will outline a research project commissioned by Sky media to investigate what happened when viewers watch ads at x30 fast forward (as if they were fast forwarding through an ad break on a P ...

Consumers increasingly control the dialogue with brands. This means the old intrusion/interruption model upon which communication planning has been historically based is increasingly less effective. W ...

A major goal for advertising is to have an enduring emotional impact on an audience by facilitating their creation of personally relevant understandings of an advertisement. This is achieved through a ...

This paper applies traditional models of attitude formation, based on the elaboration likelihood model, to the internet. Specifically, the dual mediation hypothesis and the affect transfer hypothesis ...

Jon Howard-Spink, planning director of Mustoes, argues that, in today's complex market and media environment, the issue over the role of advertising awareness (as a measure of advertising success) mus ...

To anticipate and understand the impact of an advertising message, marketing professionals are looking for new solutions. This paper presents the IM! (Impact Memoire) Method, which is particularly use ...

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 r ...

Modelling the drivers of brand equity can improve insights into brand consideration, brand use and brand commitment measures. Consumers tend to distinguish between brands on a few general criteria ra ...