How ads work: Memory, cognition theories

 

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 ...

In all social communication, emotion comes before thought, and is a two-way process. This is illustrated by the way babies and children develop and learn by watching their mothers, and the emotional i ...

This article offers a critical discussion of neuromarketing (the application of neuroscience to marketing). Since 2003, there appears to have been little progress to justify the prediction then made t ...

This article evaluates neuroscience, and argues that we are only at the beginning of its application to advertising: we should therefore be cautious about big claims, but open-minded about its future ...

Brain-scanning has been able to show neurological processes responding to communications. It is still a laboratory process, and we do not know clearly what the responses mean; thus, in practice, brain ...

This paper concerns a potentially under-researched area of great relevance to the discipline of market research – namely, low-attention processing of marketing communications. Given the accelerating c ...

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The purpose of this article is to address why older advertising measurement systems (based on outdated theories of how consumers process information) are specifically leading to some marketers getting ...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

In the past, behaviour was presumed as conscious, sequential and rational, and hierarchy-of-effects (HOE) models of advertising, like AIDA, reflected this thinking. However, recent studies show that e ...

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 ...

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 ...

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 ...

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 ...

Massive marketplace changes and several new research and analytical approaches have raised serious questions about 'how media advertising works' in the interactive, networked, global systems found in ...

WARC Hot Topics are the essential guide to debates in and around marketing. This paper explores the key issues surrounding LIP, with onward links to related papers on WARC and the Web.

Bruce Hall introduces a new model on how advertising works. The model identifies three phases - pre-experience exposure, experience and post experience exposure. He describes how advertising is used t ...

This paper argues that understanding the role of emotion in communication is crucial for understanding advertising effectiveness. But emotion is too often misunderstood; it mediates all information-pr ...

This robust structural modeling study, with over 23,000 responses to 240 advertising messages, found that affect when measured by a visual measure of emotional response dominates over cognition for pr ...

This paper reports on a small experiment set in a wider theoretical context of how advertising works. A model of the cognitive, affective, and memory effects of advertising is drawn from the neuroscie ...

Classical ad effectiveness theory ignores consumer experience, or memory, and focuses on cognitive persuasion as distinct from feelings. The paper briefly comments on current issues including the rece ...

The author addresses the puzzle that short-term sales effects from advertising for established brands, if observed at all, are never nearly enough to justify the adspend - yet, over the long term, it ...

Using a feature-based statistical model the authors explore the degree to which similarity perceptions between two advertisements can be explained by a ‘weighted and summed’ distance measure, computed ...

Repetition of brand claims is frequently used to promote the learning of brand-related information. Using dual component models of recognition memory, the author examines whether repetition, in the fa ...

This article focuses on the complex role of category knowledge in context effects by examining how knowledge interacts with the mode of information presentation (verbal versus numerical) to moderate t ...