Abstract:
The effectiveness of advertising is diminishing. A fragmenting audience, increasing advertising overload and the consumer's growing possibilities of avoiding commercials threaten the relevance of 'above the line' advertising. 'Traditional' measures of advertising effectiveness are not always successful at capturing the effect of 'in-programme sponsoring'. This can be attributed to the fact that this form of advertising evokes mainly low-involvement processing. By using psychological tests to measure implicit brand associations, this presentation shows how new ways to measure the immeasurable have been developed.
Research Papers
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Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Joe Sauer, Lauren McGuire, Nic Thomas
Companies: Sentient Decision Science, Nissan Motor Co.
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Research Papers
Boosting fan engagement
Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Pedro Almeida, Nuno Miranda
 
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