Does invisible mean ineffective?

Jon Howard-Spink

Jon Howard-Spink, planning director of Mustoes, argues that, in today's complex market and media environment, the issue over the role of advertising awareness (as a measure of advertising success) must be settled.

Does invisible mean ineffective?

Jon Howard-Spink

There is no reason to suppose that ...advertising which is consciously noticed and thought about is more effective than advertising which is not.'

The above quotation comes from Alan Hedges' Testing to Destruction. Written in 1974, it remains essential reading for anyone involved in the communications industry, not least because it was arguably the opening salvo in a debate that still rages to this day: just how important is it that people remember seeing your advertising? Is awareness a necessary condition for success, or can activity that is, in all practical senses,...

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