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One of the essential goals of advertising is the get customers’ attention. However, a lot of campaigns approach this simplistically. More attention does not necessarily mean a better campaign. Attention is a much more complex phenomenon than that. While attention is a prerequisite for ad impact, the term attention is ambiguous, complex and difficult to measure. Moreover, “attention” does not necessarily indicate a positive response and a high level of attention is not always a sign of a positive ad impact.