Low involvement processing: does the LINK test measure it?

Robert Heath

Robert Heath responds to Millward Brown's critique of his book 'The Hidden Power of Advertising' which appeared in the July 2002 issue of Admap.

Low-Involvement Processing Does The LINK Test Measure It?

Robert HeathThe Value Creation Compnay

I had set aside this weekend to finish a dry-stone wall. This involves the slow, careful, piecing together of stones of different shapes into a strong, cohesive whole. So it grieves me to interrupt this task to demolish another wall, the one Messrs Hollis and DuPlessis (H&DP) (1) have erected to impede the seemingly unstoppable popularity of low-involvement processing (LIP).

Some years ago I read a newspaper article about how to undermine an idea. The tricks ranged from showing the thinking is muddled, to distorting quotes...

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