You are about to start a new TV campaign. And yes, you're hoping that your message will stick this time. You are aiming for a campaign that really sets your brand apart from the competition. You want the iconic value of your brand noticed by as many viewers as possible. In other words, you want to turn your campaign into a fail-safe blockbuster. Then this read might be exactly what you need.

Advertising research is aimed at increasing our understanding of impactful ads. We define 'impact' as the number of people who recognise a campaign and attribute it to the right brand.

Based on knowledge accumulated during twenty years of impact research and a detailed description (such as brand screen time, position of brand logo, use of humour) and corresponding impact measures for a selection of campaigns, we constructed a model that outlines the influencing factors for ad impact.