Emotional advertising works

Robert Heath

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.

Emotional Advertising Works

What marketers need to know about low attention processing

Robert Heath The Value Creation Company

I should start by explaining what low attention processing actually is. In a nutshell: it is now commonly accepted that brands (fmcg) particularly) match each other's functional performance swiftly. In our increasingly time-poor environment this leads to a decline in considered brand choice and a rise in the use of feelings to make brand decisions. Consumers no longer feel they need to seek out information about brands, which in turn inhibits any desire they...

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