How ads work: High and low involvement

 

This paper discusses an apparent paradox: TV advertising is found to be very effective, yet has little attention paid to it and is often poorly recalled. The first step is to understand 'engagement'.

This article proposes a new definition for engagement that is independent of attention. Engagement is defined as “the amount of subconscious 'feeling' going on when an advertisement is being processed

Today's common measures of reach, frequency, share-of-voice, and cost-per-point are very factual, but unfortunately they lack an evaluative assessment of the quality of attention to the advertising, t ...

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 f ...

The effectiveness of advertising is diminishing. A fragmenting audience, increasing advertising overload and the consumer's growing possibilities of avoiding commercial threaten the relevance of 'abov ...

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 ...

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 ...

Building on the paper 'Measures of Engagement, previously published by the ARF, this paper discusses the measurement of engagement in brand messages. It features a variety of innovative, but empirical ...

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 ...

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 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 uses a case history from MTV to examine the role that engagement with programming plays in the performance of embedded advertising. A standard technique for measuring emotional engagement ...

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 ...

James Mundell, John Hallward and Dave Walker, from Ipsos-ASI, use their company's pre-test and tracking study results to contest the popular belief in low-attention processing (LAP). They argue that t ...

Using a wealth of academic sources, Robert Heath, author of The Hidden Power of Advertising, defines two different types of persuasion: rational and emotional. He argues that it is emotional persuasio ...

Andrew Ingram, director of the Aerials Foundation at the UK Radio Advertising Bureau, describes a new research study to investigate the implications of advertising avoidance for 'outreach' media plann ...

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 ...

Visual imagery is a powerful tool for brand communication, going well beyond simply attracting attention to implanting ideas, changing ways of thinking, and reframing perceptions. This paper describes ...

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 ...

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 ...

Chris Hackley, professor of marketing at Royal Holloway College, London University, argues that today social identity is a 'pick'n'mix stall', where consumers express their identity through a range of ...

Between 1980 and 1990, radical new thinking emerged about how advertising `works’, yet it failed to take root. The first part of the paper re-visits the key hypotheses and analyses why they were rejec ...

Larry Percy and Flemming Hansen, from Copenhagen Business School, and Rolf Randrup, TNS/Gallup, contend that by measuring the emotional associations that consumers have with brands, managers will have ...

A positive intention may be formed as a result of exposure to an advertisement, but if a memory malfunction interferes with that intention, the advertising will be ineffective. This paper considers th ...