Measuring Affective Advertising: Implications of Low Attention Processing on Recall

ABSTRACT This article is about affective advertising, defined as that which works more on our emotions and feelings than on our knowledge and beliefs. This sort of advertising can be processed effectively at relatively low levels of attention and as a result does not always perform well on recall measures. We compare the most popular recall-based metric—claimed advertising awareness—against an approach that deduces effectiveness from recognition and find claimed advertising awareness seriously underestimates the effectiveness of the advertising tested.