When Advertising Works

J. Walker Smith and Bill Moult

Their study asked people about ads they saw or heard recently that had an impact on them.

3 Generalizations:

1. Recently recalled ads were more likely to have left a positive impression than if they were on digital media. “Ads in traditional media kick a$$.”

2. Prior awareness of the brand is related to positive impression of the ads. Key implication – you can improve the effectiveness of ads by doing things to help make people aware of the brands.

3. If the recent ads recalled left a positive or negative impression, respondents were likely to exhbit certain negative or positive behaviors, but not if the impression was neutral.


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