Is Cognitive Processing The Right Dimension?
Bruce HallHoward Merrell & Partners
Several recent articles and comments in this journal by Heath (1), du Plessis and Hollis (2, 3), Penn (4) and Cramphorn (5) have explored and debated the issue of low vs high-involvement processing of advertising. I feel I should preface my contribution with a quote from the 1952 film The Quiet Man in this, its 50th anniversary year, 'Is this a private fight?'
Without wishing to add more hot air to a discussion that is already sufficiently heated, there are a couple of key points that...