Fifty years using the wrong model of advertising

This paper investigates the dominance of the information processing model in TV advertising. Despite theoretical and empirical evidence that supports the importance of factors such as emotional content and creativity, the authors show that a rational information-based persuasion model, which pre-dates the development of formal marketing, persists in its domination of almost all TV advertising development and evaluation.

Fifty years using the wrong model of advertising1

Robert Heath and Paul FeldwickUniversity of Bath School of Management


In 1999 a launch TV commercial for a snack food product aimed at teenagers was pre-tested. The commercial consisted of a pop song with meaningless gibberish lyrics, accompanying a series of surreally linked and sometimes bizarre scenes. In each scene

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