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 Hollis
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...