Research

How do we predict advertising attention and engagement?


Reference:

Heath, R., 2007. How do we predict advertising attention and engagement? Working Paper.

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    Abstract

    This paper develops two new definitions for attention and engagement. Active attention is primarily a conscious rational construct, and level of attention is therefore defined as the amount of conscious ‘thinking’ going on when an advertisement is being processed. Engagement, however, is predicted to be a subconscious emotional construct, and level of engagement is therefore defined as the amount of ‘feeling’ going on when an advertisement is being processed. I present evidence to show these two constructs operate independently of one another and discuss how research can predict the levels of emotional engagement and rational attention that advertisements are likely to generate. Initial results from a research system designed to do this indicate marked differences between UK and USA TV advertising, but that that USA TV and print ads perform very similarly. It also shows that use of multimedia increases engagement.

    Details

    Item Type Reports/Papers (Working Paper)
    CreatorsHeath, R.
    Uncontrolled Keywordsadvertising
    DepartmentsSchool of Management
    StatusUnpublished
    ID Code286
    Additional InformationPaper presented at ARF Annual Convention 2007. This working paper is produced for discussion purposes only. The papers are expected to be published in due course, in revised form and should not be quoted without the author’s permission.

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