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Hard Sell

An approach to advertising creative that pushes a direct, explicit, and slightly aggressive call to action.

Headline

In advertising and marketing, the most prominent text in a print, static digital or out-of-home ad.

Heart Monitor

A device used to measure and record heart rate.

Heart Rate

The number of times a person’s heart beats in a time period, usually expressed in beats per minute. This is sometimes used in neuro scientific research.

Heatmap

A way of presenting results on research about participants’ behaviors when asked to look at a static image, a video, or packaging, in which the frequency or intensity of a defined action is conveyed with different colors — red (higher), yellow (medium), green (lower). Often used in eye tracking research (see “Eye Tracking”) to depict the distribution of fixations (see “Fixation”) but can also be used in studies in which participants click on the areas within an image that catch their attention.

Hidden Issue Questioning

A technique used during depth interviews (see “Interview, Depth”) that aims to identify deeply personal views or concerns that would otherwise not be revealed by participants using a more direct approach. An interviewer must exercise tact in getting this kind of personal information out of the participant.

Hierarchy of Needs

A theory proposed by Abraham Maslow in 1943 describing the order of the developmental motivations throughout the human life span. The theory suggests that individual needs develop in a sequential order ranging from basic physiological needs to the need for safety, belonging, self-esteem and self-fulfillment. Higher order of needs emerge as lower ones are satisfied. As it relates to advertising, some marketers use the theory as they consider the need states fulfilled by a particular brand, product or service.

Humor (creative genre)

The use of comedy in advertising in order to make people feel happy and, therefore, more receptive to product messages.

Hyperbole (creative genre)

An approach to advertising creative characterized by exaggerated claims of product benefits, inflated promises and extreme examples, often done for humorous effect–to draw attention to a brand, product or service.

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