Measuring the hidden power of emotive advertising

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

Measuring the Hidden Power of Emotive Advertising

Robert HeathBath School of Management

Pam HyderStandard Life

Winner: 2004 David Winton Award for Best Technical PaperWinner: 2004 ISBA Award for Best Paper on Advertising Research

INTRODUCTION...