Low Attention Processing and the Awareness Index. The philosophical schism ahead for advertising research

Chris Forrest

This paper predicts that an explosion of marketing creativity is on its way, fuelled by advances in neuroscience to help create much more effective, more creative brand messages and the increasing ability to measure and to validate such effectiveness.

Low Attention Processing and the Awareness Index. The Philosophical Schism Ahead for Advertising Research

Chris ForrestThe Nursery Research & Planning

One of the liveliest moments at last year's conference was when Robert Heath and Pam Hyder used Low Attention Processing to prove that single figure metrics based on recall are poor indicators of effectiveness (1).

They showed that advertising can be effective even when people don't remember seeing the ad and Robert attacked clients who use single figure metrics such as the Awareness Index to control whether ads get made.

A brave Millward Brown exec in the audience said...

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