Subject Index
 

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

This paper predicts that an explosion of marketing creativity is on its way, fuelled by advances in neuroscience to help create much more effective, more creative brand messages and the increasing abi ...

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 ...

Describes what is now known about brain science (neuroscience) and discusses its implications for market and advertising research, especially that `affect’ is important in brand choice and is largely ...

Recent press articles have revived interest in low attention processing, the way in which advertising can influence us even when little attention is paid to it. Here Robert Heath advises what actions ...

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 ...

Argues (in some detail) that the model which underpins all current theories of the brand, that it is a representational image or memory inside the heads of individuals which is modified by information ...

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 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 ...

These are the final comments on the debate between Robert Heath on the one hand and Nigel Hollis and Erik du Plessis on the other on the issue of the significance of high involvement processing (HIP) ...

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 ...

The authors argue that there is a need to understand the brain to understand how to make sure brands are successful. They assert that it takes the latest knowledge from neuro-psychology to explain w ...

This article suggests that increases in the liking of products are mediated by an individual's implicit memory. Cognitive science has discovered that memory is basically structured in three componen ...

Puts forward a new theory of how advertising and other brand learning is processed and stored by consumers. The theory, based on low involvement processing, discusses how advertising creates brand ass ...

Consumers do not regard learning about brands as being very important. Most advertising is processed at ver low attention levels, using low involvement processing.High involvement processing, on the o ...

This article discusses how non-conscious memories of ads may affect consumer purchase behaviour, rather than recall or recognition. It defines what memories of ads are, how we remember them, when we c ...

Argues for a theory of advertising which denies that it must be cognitively processed (capture attention, make you think, remember the ad). The `low-involvement processing' theory states that: 1) adve ...

There is a comforting school of thought that consumers discriminate between brand communications at an unconscious level, so that low recall, for instance, does not matter. But this oversimplifies wha ...

The authors examine the effects of ambient scent on recall and recognition of brands. Ambient scents were used as a variable in a two-stage project with subjects evaluating familiar and unfamiliar bra ...

The author investigates implicit memory to examine advertising effects on brand choice. Whereas explicit memory is demonstrated by the conscious recollection of an event, implicit memory is inferred b ...