Nicolas Hamelin, Associate Professor of Marketing and Neuroscience Lab Director, SP Jain School of Global Management, writes an article in Passionate Marketing on the critical importance of the dynamics of communication in advertising.
In the article, he discusses the evolving role of advertising in societal transformation through social marketing campaigns, highlights the challenge advertisers face in capturing attention amidst the noise, and emphasises the need for resonant and impactful advertisements.
He adds, “Advertising effectiveness can be measured along five dimensions: attitudes toward advertisements, brand perceptions, behavioural intentions, actual actions, and memory recall. This research aims to shed light on the impact of emotionally charged advertisements on individual behavioural intentions and memory recall.”
To read the full article, please click here.
