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Classical ad effectiveness theory ignores consumer experience, or memory, and focuses on cognitive persuasion as distinct from feelings. The paper briefly comments on current issues including the recent JOAB papers and develops the FCB Grid into the EAC (Experience Affect Cognition) Space planning tool. Understanding how advertising works requires better knowledge of how it impacts, and is stored by, the human brain and how behaviour is affected thereafter.
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Tim Ambler (1998) studied this question.
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