Measuring the immeasurable – new ways of capturing the hidden power of advertising
John FaasseKobalt, Netherlands
Andy SantegoedsResearch & Intelligence, RTL Nederland, Netherlands
Nicole ScheibenreifIntern, Kobalt, Netherlands
The 'Hidden Persuaders' are back. Fifty years after Vance Packard shocked the world with the concept of 'subliminal advertising', Robert Heath applied the idea of 'low-involvement processing' to the advertising industry. Where Packard suggested a conscious attempt by the advertising industry to tamper with the subconscious mind of the innocent consumer, Heath tries to save that same industry by offering the hope that advertising might have many unseen effects...