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Johnson, Walter D. Archives - Ideas for Leaders

Neurobiological Clues to Advertising Effectiveness

The AIDA model of advertising identifies Attention, Interest, Desire and Action as key to the effectiveness of an advert. In order to measure the physiology behind advertising effectiveness, a research team used experiments involving public service announcements (PSAs) and focused specifically on the attention and action components of the model. PSAs are good foundations for […]

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