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

INTRODUCTION

Advertising awareness, the most used advertising efficiency measure,...

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