WARC Advertising Research Conference 2006

Roderick White

Roderick White (editor of Admap) reported direct from the WARC Advertising Research Conference, London, October 31 2006.

WARC Advertising Research Conference 2006

Roderick White

THE DAY AS IT HAPPENED

Morning Session 1

The Chairman's pre-conference research

Chairman Terry Prue (HPI) introduced the conference by saying that there are many theories of how advertising works, lots of them credible. (My gloss on this is that the chances of there being only one, to cover all contingencies, are slim indeed).

He had done a piece of pre-conference research by emailing delegates, generating some interesting paired comparisons: positive engagement was favoured over low-attention processing; emotions over reason; brand experience over USPs. Opinion about awareness/recall was split.

Engagement and...

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