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Researching mere exposure effects to advertising - theoretical foundations and methodological implications
Anthony Grimes and Philip Kitchen, International Journal of Market Research, Vol. 49, No. 2, 2007, pp.191-219

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 ...

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What happens at x30 fast-forward?
Dr Alastair Goode, Admap, January 2006, Issue 468, pp.46-48

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 ...

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That's where ads are at. Implicit effects of advertising
Olaf Hofmann and Christian Stamov RoBnagel, ESOMAR, Internet Conference, Berlin, February 2002, pp.151-160

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 ...

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The Nature of Central and Peripheral Advertising Information Processing
Lotte Yssing Hansen and Flemming Hansen, Forum for Advertising Research, June 2001

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 ...

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Low-involvement processing (Part 2)
Robert Heath, Admap, April 2000

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 ...

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