Measuring the hidden power of emotive advertising

Robert Heath and Pam Hyder

This paper is about advertising which works on our emotions without necessarily achieving high levels of attention or recall.

Measuring the hidden power of emotive advertising

Robert Heath The Value Creation Company Pam Hyder Standard Life

Introduction

In 1961, in response to Vance Packard's famous polemic 'The Hidden Persuaders',Rosser Reeves declared 'There are no hidden persuaders....

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