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...
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.
