That's where ads are at. Implicit effects of advertising

Olaf Hofmann and Christian Stamov RoBnagel

An implicit assessment strategy is outlined as a new method for the assessment of advertising and branding effects.

That's Where Ads Are At

Implicit effects of advertising

Chritian Stamov RonagelFreie University Berlin andOlaf HofmannGerman Society for Online Research

INTRODUCTION

We probably all agree that good advertisements should both touch people's hearts and reach their heads. If so, why do we only test people's heads when evaluating our advertisements? In more technical terms, advertising is supposed to elicit cognitive and affective (and behavioural) effects, but affective effects are tested for in a primarily cognitive way. Any method that requests participants to grade their evaluation of objects (ads, brands, logos, etc.) on a rating scale will...

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