Fifty years using the wrong model of advertising1
Robert Heath and Paul FeldwickUniversity of Bath School of Management
INTRODUCTION: THE INFORMATION PROCESSING MODEL OF ADVERTISING
In 1999 a launch TV commercial for a snack food product aimed at teenagers was pre-tested. The commercial consisted of a pop song with meaningless gibberish lyrics, accompanying a series of surreally linked and sometimes bizarre scenes. In each scene someone is eating the product, but the ad contained no information as such about the product.
The research was conducted among teenagers using familiar 'impact and communication'-type questions such...