MANAGEMENT SLANT
- Advertisers have multiple measures of attention at their disposal but lack evidence for which measure is most appropriate for specific conditions, including creative executions.
- Comparing attention measures demonstrates that the measures respond differently to different levels of attention and attention-getting creative devices.
- Multiple measures of attention are necessary to diagnose when attention-getting devices successfully capture attention or adversely reduce attention.
- Sales-ineffective advertisements systematically attract lower levels of attention than sales- effective advertisements, measured by heart rate.
INTRODUCTION
Consumers are adept at screening out advertising, which means that advertisers cannot underestimate...