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...