Attention (advertising)
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In advertising research, attention is the direct measure of a commercial's ability to win audience attention against competing commercial products.[citation needed] It is one of the three report card measures attention, brand linkage and motivation[citation needed]. Attention is also graphed visually in the Flow of Attention[citation needed][clarification needed].
To research attention, the test ad is shown with control ads in a clutter free environment designed to simulate a commercial "pod" [clarification needed][definition needed]on television. The test ad is embedded in clutter made up of either directly competitive advertising, or ads from non-competing product categories, depending on client preference. After watching the reel, respondents are asked the question "Which of these ads did you find interesting?"
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If the test ad is spontaneously mentioned, then that response is counted toward the attention score.[1]
See also
References
- ^ (Young pp 56-57)[title missing] [publisher missing] [author incomplete] [volume & issue needed] [date missing]
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