High attention processing: the real power of advertising

James Mundell, John Hallward and Dave Walker, from Ipsos-ASI, use their company's pre-test and tracking study results to contest the popular belief in low-attention processing (LAP).

High attention processing: the real power of advertising

James Mundell, John Hallward and Dave Walker

There is probably no subject that has received more coverage in these pages over the past five years than low-attention processing (LAP), to the extent that the concept is starting to feel like a brand in its own right. Like a lot of successful new brands, LAP exploited an unfulfilled need in its target audience (to explain why not all good ads perform well in tracking studies or pre-tests) and then successfully muscled itself onto the platform in all subsequent debates...

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