The Mere Exposure Effect: Advertising to the Subconscious

Wayne's World screen capture

A recent Adweek column bemoaned the absence of brand names from the first 29 seconds of many 30-second ads. It advised introducing the brand earlier and mentioning it more often, as the author explained that otherwise people forget the name of the brand. The author offered the right advice but for the wrong reasons. He […]

Conscious or Unconscious, That Is The Question

David Tennant as Hamlet with the skull of Andre Tchaikovsky as Yorick

Most marketing research relies on assessing consumers’ conscious reactions to marketing ideas, ads, commercials, etc., through questionnaires, surveys, and focus groups. It also often relies on evidence that the message was attended to by assessing recall of ad content. But market researchers make several faulty assumptions in taking this approach. One assumption is that respondents […]