Recall of "thinking" ads is higher than that for "feeling" ads because conventional measures of advertising effectiveness (such as "day-after-recall tests") are oriented toward cognitive responses and do not adequately assess the cumulative effects of emotional ads.

Question

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Conventional measures of advertising effectiveness, like "day-after-recall tests," are designed to assess cognitive responses, which are more directly linked to "thinking" ads. These measures often do not capture the full impact of "feeling" ads, which may exert their influence more subtly and cumulatively, affecting emotions and attitudes over time rather than prompting immediate recall.

Recall of "Thinking" Ads Is Higher Than That for "Feeling