Low involvement processing: does the LINK test measure it?

Robert Heath responds to Millward Brown's critique of his book 'The Hidden Power of Advertising' which appeared in the July 2002 issue of Admap.

Low-Involvement Processing Does The LINK Test Measure It?

Robert HeathThe Value Creation Compnay

I had set aside this weekend to finish a dry-stone wall. This involves the slow, careful, piecing together of stones of different shapes into a strong, cohesive...

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