High attention processing: the real power of advertising

James Mundell, John Hallward and Dave Walker, from Ipsos-ASI, use their company's pre-test and tracking study results to contest the popular belief in low-attention processing (LAP).

High attention processing: the real power of advertising

James Mundell, John Hallward and Dave Walker

There is probably no subject that has received more coverage in these pages over the past five years than low-attention processing (LAP), to the extent that...