Should we forget advertising awareness? Measuring emotions and implicit attitudes

Advertising awareness, the most used ad efficiency metric, is coming under increasing scrutiny, as it is perceived as being based on old economic theories of consumer behaviour, and no longer useful for established brands whose awareness levels are already nearing the saturation point.

Should we forget advertising awareness? Measuring emotions and implicit attitudes

Valérie MorrissonTechnology and Media, TNS Sofres, France

Pierre GomyTNS Global, France


Advertising awareness, the most used advertising efficiency measure, is more and more questioned (as other classical measures of image and declarative attitudes). Indeed, these measures are based on old economic theories of the consumer, who was considered to act rationally and remember any influence driving his/her attitude and his/her behaviour. During the 1990s academic research, notably based on neurosciences, has dramatically improved our knowledge of how memory works and how attitudes are built. The consumer should...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands