Papers
A number of papers have been written by Millward Brown experts on the physiology of advertising. For a copy of any of the papers listed below in bold, please email Paper Requests. The other papers can be sourced directly from the publishers.
- ‘Likeable ads work best, but what is likeability?’,
Admap, May 1994, 10-13
- ‘Recognition versus Recall’,
Journal of Advertising Research, May/June 1994, 75-91
- ‘Understanding and Using Likeability’,
Journal of Advertising Research, Sept/Oct 1994, RC3-RC10
- ‘An advertising burst is just a lot of drips’,
Admap, July/August 1995, 51-55
- ‘Memory and likeability: keys to understanding ad effects’,
Admap, July/August 1998, 42-46
- ‘Advertising likeability’,
Admap, October 1998, 34-36
- ‘A Cross-category Analysis of Food Advertising Effects’,
(Authors : Michael Ewing, Julie Napoli and Erik du Plessis)
Journal of Advertising Research, July/August 1999, 29-38
- ‘The Shifting Response Curve’,
Admap, October 2000, 16-20
- ‘Like the ad. Like the Brand? Chicken, or egg?’,
(Authors : Erik du Plessis and Charles Foster)
Admap, December 2000, 35-38
- ‘Low involvement processing: is it HIP enough?’,
Admap, July/August 2002, 36-39
- ‘Advertisers' new insight into the brain',
Admap, May 2005, 22-25
