What is a vampire effect?

The vampire effect ensures that an advertising campaign achieves little effect despite high attention.Attention for advertising campaigns is actually a good thing. But not when the so-called "vampire effect" occurs. In advertising, the term "vampire effect" refers to the unintentional loss of attention from the actual product being advertised due to distractions and side effects of the advertising, such as the use of humor, sex (in the sense of "sex sells") or testimonials (especially well-known personalities). This effect can also occur with strongly emotional motives. A current example is the advertising campaign during the European soccer championships. Thanks to the "soccer euphoria," these campaigns attract a great deal of attention. However, the advertising message does not stick as strongly as an advertising campaign. Study shows. The reason: Football initially creates a high level of attention and activation, but is so dominant that it distracts from the actual advertising message.