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The
ARF and AAAA are undertaking research with the support of the ANA to
determine if new findings in the area of brain science and recent
developments in advertising theory can be leveraged to improve the
research tools we use to develop and evaluate advertising.
Because
of emphasis on cognitive/rational measures, current copy testing
techniques cause a regression to the mean thereby reducing advertising
effectiveness. The "heart of the matter" could be that we continue to
follow a flawed model of how advertising works. Advertising
effectiveness today may, in fact, be subject to non-rational decision
making rules and even higher order learning, both of which we refer to
as "emotional response". Tools that measure the "emotional response" to
advertising are not in widespread use among advertisers and agencies.
The accepted model of how advertising works does not account for higher
order learning or emotional response.
The goal of
this project is to develop an understanding of and ways to measure the
emotional response to advertising that will impact both copy
development and copy testing. Deliverables should include process
recommendations, metrics and an accountability linkage to the metrics.
It is inevitable that the accepted "how advertising works" model will
have to be rethought during this process.
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