Research Catalog

On the road to a new effectiveness model : measuring emotional responses to television advertising

Title
On the road to a new effectiveness model : measuring emotional responses to television advertising / [edited] by Anca Cristina Micu of Sacred Heart University & Joseph T. Plummer of the Advertising Research Foundation.
Publication
New York, N. Y. : The ARF, c2007.

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Details

Additional Authors
  • Plummer, Joseph Thornton, 1941-
  • Micu, Anca Christina.
  • Advertising Research Foundation.
  • Sacred Heart University.
  • American Association of Advertising Agencies.
Description
v, 43 p. : ill.; 28 cm.
Alternative Title
  • Measuring emotional responses to television advertising
  • AAAA/ARF measuring emotional responses to television advertising
Subjects
Note
  • "AAAA/ARF Task Force Study Findings July 2007"--Cover.
  • Cover title.
Bibliography (note)
  • Includes bibliographical references (p. 38-39).
Contents
Executive summary -- Introduction -- Why measure emotional responses? -- Advertising research model stuck in the past century -- Consumers do not think only in a well-reasoned or linear way -- Lessons from neuroscience -- A new model- engagement -- Tapping into emotions -- The AAAA/ARF project -- Two types of consumer responses: considered and spontaneous -- Key learning from the ARF/AAAA project on emotional response -- Storytelling and the emotional peak -- Advertising can symbolically enrich the brand -- Using universal/classic archetypes -- A unique linkage of the brand benefit with a strong emotional response -- An icon brand can mask an emotionally weak campaign -- Emotional response measures can reveal unitended consequences -- Getting to the heart of the matter -- The role of emotion in a consumer-centric approach-brand co-creation -- Conclusion.
Call Number
JCX T-149
OCLC
173189557
Title
On the road to a new effectiveness model : measuring emotional responses to television advertising / [edited] by Anca Cristina Micu of Sacred Heart University & Joseph T. Plummer of the Advertising Research Foundation.
Imprint
New York, N. Y. : The ARF, c2007.
Bibliography
Includes bibliographical references (p. 38-39).
Added Author
Plummer, Joseph Thornton, 1941-
Micu, Anca Christina.
Advertising Research Foundation.
Sacred Heart University.
American Association of Advertising Agencies.
Running Title
AAAA/ARF measuring emotional responses to television advertising
Research Call Number
JCX T-149
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