益普索：2024年人类与AI在广告创意中的作用与效果对比研究报告-AI创意的局限性与人类创造力的重要性（英文版）

Capturing attention in today’s fragmented and overloaded media landscape is crucial for ad effectiveness. If an ad doesn’t grab attention in the first place, it can’t influence people’s behaviour. We measure cutthrough via our Brand Attention Index, which consists of a measure of memory encoding – did the ad cut through the media clutter and made it into people’s minds – and brand linkage. Brand linkage helps us to understand the power of the ad to leave a branded memory, i.e. a memory of the