To be effective, a campaign must first capture attention, then evoke intense emotions, which create memories, which drive action.
That’s the basis of the methodology that research technology business, DAIVID, use to test the effectiveness of advertising creative.
In this study, we have used the DAIVID methodology to test campaigns from WARC’s Creative Effectiveness Ladder database, to look at the attention and emotions evoked by campaigns that drove the highest commercial performance.
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