Wednesday 3 December 2008

What does the IPSOS ASI database say about LAP?

In Admap July/August 2006, IPSOS ASI published a paper, using their ad database to explore Heath's hypotheses.
This is hugely useful, since it represents a great opportunity to assess Heath's theories on real data.
Their analysis shows that 'Ads processed with 'ultra' low attention...have a significant impact on brand choice." (I think they define untra low attention as 'those who neither recall nor recognise the ad, but whom we know have been exposed, because they have taken part in the test.')
Fine. I don't know of anyone suggesting that ads with low attention have NO effect.

What is really interesting, though, is their conclusion that "Ads that succeed in being processed with high attention are more than 2.5 times more impactful than ads processed with low attention, and six times more impactful than ads processed with ultra low attention."
Of course, this might be because their database is filled with rational, information driven ads; Heath is explit that his LAP theory does not apply to them; he is talking about emotionally driven advertising. However, the IPSOS ASI chaps go on to say that their research…."suggests that LAP is a slightly more potent force for information-driven ads than for the less informative, more fun and emotionally driven ads."
So, there we go. Another nail in the coffin.

No comments: