50 years using the wrong model of TV advertising

Robert Heath and Paul Feldwick

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today