THE HIDDEN POWER OF ADVERTISING.

‘THE HIDDEN POWER OF ADVERTISING’, published by ADMAP June 2001, 124 p.p., price £45.00. Available on +44-1491-411000 or from the bookshop at www.warc.com and also on www.amazon.com or www.amazon.co.uk

WHAT PEOPLE HAVE SAID ABOUT THE HIDDEN POWER OF ADVERTISING:

"There is hope on the horizon. Robert Heath, a British Consultant, who worked both on the client and agency-side has written a book, The Hidden Power of Advertising, espousing a theory he refers to as low (attention) processing. This theory contends that people are not inherently interested in advertising or product messages per se. Instead, he finds that people’s product choices are based on their feelings about a product at the moment of purchase. These feelings are the result of a number of low (attention) impressions: the advertising, the packaging, an enjoyable trip to the brand’s web site, a pleasant memory of an interaction with the product itself. Following Heath’s theory, instead of focusing on what people tell us directly about a product or commercial, new techniques will need to focus on the emotions and associations a brand communication taps into. Curiously, low involvement does not translate to low impact. It simply means that the way advertising works on people is much subtler than copy tests would have us and our clients believe." Ken Kaess, CEO DDB Worldwide (From his inaugural speech as incoming chairman of 4A's - America Association of Advertising Agencies - on 19th April 2002)

"This is the best thing I have read for years, on how advertising really works on ordinary human beings as they live their every day lives. In a nutshell, advertising and stealth bombers have much in common. Both fly underneath the radar of conscious attention. Both are extremely effective." Wendy Gordon, 4th Room

"The new paradigm that is so readably described may prove to be the beginning of an historic revolution in the ways we create and judge advertising. Most importantly, those who are the first to put the implications into practice will be the first to reap the benefits in their businesses." Paul Feldwick, Global Planning Director, BMP DDB

"This is a rare beast: a new theory about advertising that makes retrospective sense of old instinctive practices. It is immediately exciting and is sure to prove Important." Jeremy Bullmore, WPP

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

"If they don't remember my ad, it didn't work. Right? Well not exactly. Heath isn't the first author to tackle this still commonly held belief, but he's one of the most compelling. Heath builds the case for Low Involvement Processing, whereby advertising plants branding seeds in the implicit memory, to powerful effect. A must-read for students of advertising." Rob White, President, Fallon Minneapolis

"If you only have time to read one book about How Advertising Works, choose this one. Robert Heath's new work provides a rational explanation for key aspects of brand behaviour that other theories to date have been unable to reach." Mike Waterson, Advertising Association
.

To return to the main menu click HOME PAGE