How ads work: Recall, recognition

 

The purpose of this article is to address why older advertising measurement systems (based on outdated theories of how consumers process information) are specifically leading to some marketers getting ...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 paper discusses the various ways that have been used over the years to measure the impact advertising has on consumers, ranging from tracking peoples' awareness and/or recognition of advertising ...

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 ...

This paper outlines the relationship between brand awareness and sales. Given the growing importance of ROI in modern marketing, increased brand awareness is often linked to increased sales, but in re ...

Recall, one of the key metrics in advertising testing, has been criticized over the years as favoring rational advertising over emotional advertising. An analysis and reconsideration of the available ...

This study investigated the relationship between radio advertising clutter and advertising recall using the Australian radio market as a test case. The term ‘clutter’ is defined here as a greater numb ...

Television advertising is important for maintaining the value of a brand in a way we can control, yet marketers are increasingly being required to justify the value gained for TV spend. This article s ...

Building on the new understanding of the mind provided by brain science, David Penn, managing director and co-founder of Conquest Research, looks at the conscious/unconscious divide in advertising pro ...

This paper is about advertising that works on our emotions without necessarily achieving high levels of attention or recall. We compare the most popular recallbased metric - claimed ad awareness - aga ...

The study attempts to provide an insight into a range of research methods commonly used for campaign performance measurement. The paper underlines the problems inherent to the control – exposed method ...

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 ...

Despite being criticised for encouraging boring advertising, day after recall is the still the most prevalent pre-test methodology in the US. In this article, John Kastenholz (Unilever), Chuck Young ...

In this article Robert Heath, The Value Creation Company, addresses the evaluation of advertising that influences feelings and emotions. He explains why claimed ad awareness is likely seriously to und ...

This paper is about advertising which works on our emotions without necessarily achieving high levels of attention or recall. We compare the most popular recallbased metric – claimed ad awareness – ag ...

Neil Coburn, TRBI, believes that many brands are still using campaign tracking methods devised when spot, terrestrial TV advertising was the dominant medium and other activity was seen as tactical. In ...

In this article we examine factors that might impact on web advertising recall and recognition. These factors include the viewing mode, duration of page viewing, and web page context factors, includin ...

Bruce Hall contributes to the debate on the significance of low and high involvement processing of advertising messages by suggesting that it is a problem of measurement. This particularly applies in ...

Robert Heath responds to Millward Brown's critique of his book 'The Hidden Power of Advertising' which appeared in the July 2002 issue of Admap. He reviews his theories on the significance of high i ...

This article challenges many of the theories put forward by Robert Heath in his book 'The Hidden Power of Advertising' especially on the importance of low involvement processing and its significance i ...

Develops a theory for understanding advertising, using a military analogy: in marketing, there are attack forces and occupation forces. They play different roles and have different strengths and weakn ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1964, Well ...

There is a long-standing debate in the TV advertising business as to the relative commercial effectiveness of shows airing on broadcast vs. ad-supported cable television, which is similar to (if not s ...

Memory measures are essentially diagnostic. They help sort out what's going on underneath purchase behavior. However, with the industry's focus on behavioral measures of response, understanding of mem ...

A considerable part of all advertising perceptions consist of 'preaching to the converted'. As about half a century of such research in the Netherlands proves, frequent buyers and owners of things ad ...

The most realistic role for advertising is not to communicate a rational message but to establish concrete associations in the consumer's mind. Pre-testing encourages high-involvement processing and t ...

In the mid- to late 1980s the ARP Group uncovered evidence relating to advertising effectiveness: advertising's selling power gets used up, or wears out, in a predictable fashion. As Gross Rating Poin ...

This paper intends to better understand How Advertising Works across the Americas. Indeed, we think that, today, the question is not really 'Does Advertising Work?' but more 'How Does Advertising Work ...

The authors report on an analysis of recall and persuasion measures obtained for 380 15-second commercials and 221 30-second commercials. In addition to commercial length, the ads were coded by 24 ex ...

Discusses memory, and the use of recall in assessing advertising effectiveness. Theories of memory are reviewed. Much academic study of memory is irrelevant to advertising, being concerned with the de ...