Does invisible mean ineffective?

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...

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