Giving attention a little attention

Dr Alastair Goode

Identifies key questions that must be answered before brands can truly understand the impact of attention on advertising effectiveness.

While acknowledging that much has been achieved by studying attention, Thinkbox commissioned an extensive review of both business and academic literature on the topic. This established what has been achieved and where there are still unknowns that could assist in advancing the understanding of advertising effectiveness.

  • Up to now, the main focus has been on visual attention to advertising, driven by new technologies assessing digital advertising.
  • Much can be adopted from the academic work on attention to further our understanding, particularly on the roles of visual and auditory attention.
  • Questions such as how adverts can attract, hold and...

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