The Faith of Advertising :
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Theory : The Power of Advertising
"This is the best thing I read for years. In short, advertising
and stealth bombers have much in common. Both fly under the
radar of conscious attention. Both are extremely effective… the
implications for the future of conventional large advertising
budget television quantitative and traditional brand advertising
and pre-test monitoring research make this mandatory reading for
marketing professionals. "
"I just finished reading The Hidden Power of advertising… I am
convinced that, as pressure intensifies on advertising in order
to become more and more scientific, this is an important
addition that will be widely used and revised."
David Bell, Interpublic Group
"In a well-written review of evidence from cognitive psychology
and theory of literature advertising, Heath builds the case of
low involvement processing, in which the advertising plants
seeds of branding in the memory implied, of strong impact. A
must read…"
"This is a rare beast: a new theory on advertising that makes
instinctive sense retrospective of old practices. It is
immediately exciting to try and secure important."
"A great read ... 'certainly open the eyes of many to what is
about branding."
"Mr. Heath had the presence of mind to consider the mind the way
we all experience that - as an emotional rather than a cause for
construction machinery. Marketing managers, take care."
"If you only have time to read a book on how advertising, choose
this. Robert Heath's new work provides a rational explanation
for key aspects of brand behavior of other theories that so far
have been unable to reach . "
Advertising Association
The way advertising works is not so transparent after all.
Advertisements shall not have a sort of occult power to
influence us without our realization.
The Hidden Power of Advertising radical presents a new challenge
to traditional thinking about how to interact with consumers and
the communication process branded products.
For over 70 years universal assumption was that advertising is
effective only if consciously convince consumers to choose a
particular brand. In such circumstances, attention is critical,
which is why the most creative advertising sector resources are
focused on achieving the highest possible levels of interest and
awareness. But how can that advertising can and often do not
work, even if consumers are not aware of having seen or heard
the ads themselves?
Neuroscientific recent research has shown that the brain's
capacity to absorb certain types of information mark is much
bigger than we ever imagined. Based on these results, Robert
Heath is able to explain clearly exceptional, such as
advertising creates significant and lasting mark associations in
our minds, even when we pay virtually no attention. These
associations exert a powerful influence on our intuitive
feelings, and may unknowingly drive us to choose and buy
particular brands.
This mechanism - low involvement processing - is particularly
effective to get through to consumers, who generally have little
or no interest to know brands. Heath low shows that the
involvement of transformation was an important factor behind the
success of mega-brands in markets as diverse as insurance, cars,
toilet paper, cigarettes, and beer.
Hidden power of advertising is a must-read for those who are
involved with the creation, planning and research effective
advertising, publicity and marketing, university professors, in
fact anyone interested in the field of advertising and marketing
communications.
Ken SemaGootae
