How ads work: Exposure effects, implicit memory

 

Understanding the neuroscience behind advertising’s long-term memory effects is critical to learning how brands are constructed in the mind. Research by Ameritest and brainwave measurement firm Sands ...

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 ...

The take up of personal video recorders (PVRs) is seen as one of the greatest threats to TV advertising. In this article, Dr Alastair Goode reports on DUCKFoOT's research into the effects of fast-for ...

An implicit assessment strategy is outlined as a new method for the assessment of advertising and branding effects. It significantly extends currently available methods by allowing quick, easy, and un ...

Discusses the use of modelling to understand advertising effects. Covers low involvement processing, emotional reactions, the ELAM (Elaboration Likelihood Model) of Petty & Caccioppo, peripheral infor ...

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 ...