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HANGOVER EFFECT
A LOOK AT THE EFFECT OF POLITICAL PRIMING
TH E PO LITI CA L A DV ERTISI N G H A N GOVER EFFECT 2
SUMMARY OF FINDINGS
24% 24%
31%
Appendix
TH E PO LITI CA L A DV ERTISI N G H A N GOVER EFFECT 11
STUDY DESIGN
Phase 1 Phase 2 Phase 3
Confirm emotional elicitation of political ads Confirm rational and emotional profile of the Extra Determine the impact of political ads on Extra brand
brand before and after viewing the Extra ad advertising
Each political ad was assessed independently
(monadic design) in separate streams of Separate streams of respondents rated either Separate streams of respondents viewed four ads in a
respondents. The purpose of this stage was the Extra brand (no ad seen) or the Extra brand row, with the three political ads always preceding the
to determine the emotional elicitation of each after watching the Extra ad. The rational and Extra ad. Performance of the Extra ad was compared with
political ad. emotional impact of the Extra ad on the brand was performance of the Extra ad shown by itself (Phase 2). This
determined by comparing the Extra brand ratings allowed assessment of the rational and emotional impact
Positive Trump from those who hadnt seen the ad versus those on brand evaluations as a result of seeing political ads
who had. immediately prior to brand (Extra) advertising.
* For all phases in this study, participants were online panellists residing in the U.S who were aged 18+ years and had purchased Extra (or competitor) chewing gum in the
last four weeks. Data are nationally representative of the addressable market.
TH E PO LITI CA L A DV ERTISI N G H A N GOVER EFFECT 12
Voters speak :30 Washington is broken :30 Ivanka Trump :30 Punishment :30 Quotes :30 The best words :30
BRAND AD TESTED