50 years using the wrong model of TV advertising

Notions of how advertising works are so deeply embedded in organisational practice that they routinely overrule judgement.

50 years using the wrong model of TV advertising

Robert HeathUniversity of Bath School of Management

Paul FeldwickPaul Feldwick Ltd

SUMMARY

This paper investigates the dominance of the information processing model of TV advertising, and presents evidence to show it is over simplistic and contrary to learning from psychology. We examine why the model has never been challenged, and present an outline for a new model along with implications for research.

INTRODUCTION: THE INFORMATION PROCESSING MODEL OF ADVERTISING

In 1999 a launch TV commercial for a snack food product aimed at teenagers was pre-tested. The commercial consisted of...

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