Low involvement processing - is it HIP enough?

Erik Du Plessis and Nigel Hollis

This article challenges many of the theories put forward by Robert Heath in his book 'The Hidden Power of Advertising' especially on the importance of low involvement processing and its significance in understanding of how memory absorbs advertising.

Low Involvement Processing: Is It HIP Enough?

Erik du PlessisandNigel HollisMillward Brown

Robert Heath's recent monograph, The Hidden Power of Advertising(1), has caused a stir in the advertising community. Quotes from the publisher's website include many like these: 'the best thing I have read in years', 'a mustread', 'immediately exciting and sure to prove important'.

We acquired the monograph and read it with interest because, as professionals dedicated to helping our clients make correct marketing investments, we are always interested in new viewpoints on how advertising works. If a new viewpoint challenges the way we...

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