Viewpoint: Response to ‘Fifty years using the wrong model of advertising’

This Viewpoint piece by Spike Cramphorn comments on some of the points within the Heath & Feldwick paper published in IJMR 50, 1, entitled ‘Fifty years using the wrong model of advertising’.
  

Viewpoint: Response to 'Fifty years using the wrong model of advertising'

Spike Cramphornadd+impact® Group and Swinburne University, Melbourne

In the unusual position of being both a practitioner and someone who tries to keep abreast of, and apply, the latest knowledge about how people respond to advertising, I read the recent paper by Robert Heath and Paul Feldwick in IJMR, 50, 1, with keen interest (Heath & Feldwick 2008).

The paper is an interesting critique and history of the past. However, in regard to the reservations they express about the conclusions reached in my 2006 paper...

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