ABSTRACT
A typical yet frustrating situation for advertisers is that consumers pay little or no attention to advertisements. For example, they are likely to be engaged in conversation or driving when exposed to broadcast ads or reading an article when a print ad is present. Conventional wisdom holds that the resulting low levels of ad processing under such conditions reduce the ad’s effectiveness, because conscious processing of ads is thought to be necessary for ads to impact consumers’ preferences. Indeed, a number of measures of advertising effectiveness (i.e., recall, recognition, comprehension) assume consumers are aware of and can remember an ad.
