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The Hidden Power of Advertising Paperback – August 1, 2001

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The way advertising works is not so transparent after all. Advertising does have some sort of hidden power which enables it to influence us without our realising it.

The Hidden Power of Advertising presents a radical new challenge to traditional thinking about the way consumers interact with and process brand communication. For over 70 years the universal assumption has been that advertising is only effective if it consciously persuades consumers to choose a particular brand. In such circumstances attention is critical, which is why most of the advertising industry's creative resource is focused on achieving the highest possible levels of interest and awareness. But how is it that advertising can and frequently does work, even when consumers have no conscious awareness of having seen or heard the ads themselves?

Recent neuroscientific research has shown that the brain’s capacity to absorb certain types of brand information is far greater than we ever imagined. Building on these findings, Robert Heath is able to explain with exceptional clarity how advertising creates meaningful and enduring brand associations in our minds, even when we pay virtually no attention to it. These associations exert a powerful influence on our intuitive feelings, and can unknowingly drive us to choose and buy particular brands.

This mechanism - low involvement processing - turns out to be an especially effective way of getting through to consumers, who in general have little or no interest in learning about brands. Heath shows that low involvement processing has been a major factor behind the success of mega-brands in markets as diverse as insurance, cars, toilet paper, cigarettes, and beer. The Hidden Power of Advertising is a must-read for those involved with creating, planning and researching effective advertising, advertising and marketing academics, indeed anyone interested in the field of advertising and marketing communications.

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Editorial Reviews

Review

A great read ...It certainly will open the eyes of many to what branding is about. -- Simon Broadbent, BrandCon

About the Author

Robert Heath started out as an engineer. Apprenticed to Rolls Royce in the late 1960s, he read Mechanical Sciences at Sidney Sussex College, Cambridge, before starting a career in marketing with Unilever. In the past 30 years he has worked in line marketing, advertising management and planning, research and brand consultancy. In the process he has studied literally hundreds of different brands and advertising campaigns. The results led him in 1998 to commence an investigation into low involvement processing, since when he has published over 20 papers and articles on the subject and been awarded prizes by both the International Journal of Advertising and the UK Market Research Society.

Product details

  • Publisher ‏ : ‎ NTC Publications (August 1, 2001)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 124 pages
  • ISBN-10 ‏ : ‎ 1841160938
  • ISBN-13 ‏ : ‎ 978-1841160931
  • Item Weight ‏ : ‎ 8.1 ounces
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  • Stickershock
    5.0 out of 5 stars How advertising works best when we don't think about it
    Reviewed in the United Kingdom on June 24, 2013
    This is an interesting book based on studies of how people behave.

    I was interested enough in the arguments and conclusions of the book that I wrote a review on pelicancards.info - but in a nutshell -

    High-attention thought processes are what a person does when they are problem solving. Low-attention processing is given over to things that don’t deserve active attention and research shows that memory is dissipated over large areas of the brain and that the context in which a memory is recalled is part of the memory itself and that adverts can trigger emotions based on those contexts.