The Advertised Mind

Advertising response is the combined effect of creative and media planning

The interaction of the creative and the media strategy is critical when trying to establish new impressions for a brand. The two must work together to allow learning to take place. For some people this may be accomplished on their first exposure, for others it may require several exposures, and for some it may never happen. The average rate of learning will be governed by four factors:

• The emotional response created by the ad
• How well the impression created by the ad is established in relation to the brand
• The number of and interval between exposures to the ad
• The degree to which the new impressions must compete with existing memories to become established

Click on the highlights below to find out more:

• Emotion is critical to advertising because it is critical to all human thought
• Emotion is critical to advertising because it helps determine the depth of processing that takes place
• Depth of processing and repetition combine to establish new memories and feelings about a brand
• Brand equity is the sum of all feelings associations and memories related to the brand
• Brand memories are stored in a way that resembles an untidy overstocked cupboard
• Advertising contributes directly towards a brand’s equity
• Advertising response is the combined effect of creative and media planning
• There is no ‘one size fits all’ media strategy that can meet different advertising needs
• The emotional response to brands and ads can be researched
• The first response is the truest response