Measuring the Hidden Power of Emotive Advertising
Robert HeathBath School of Management
Pam HyderStandard Life
Winner: 2004 David Winton Award for Best Technical PaperWinner: 2004 ISBA Award for Best Paper on Advertising Research
INTRODUCTION
In 1961, in response to Vance Packard's famous polemic The Hidden Persuaders, Rosser Reeves (1961) declared: 'There are no hidden persuaders. Advertising works openly, in the bare and pitiless sunlight.' Doubtless there are some who believe that this is still the case, and that the way advertising works is totally transparent. But we know a lot more about how...