Ecology Ppt
50 Years using the wrong model of TV advertising
Robert Heath & Paul Feldwick University of Bath School of Management Working Paper Series 2007.03
This working paper is produced for discussion purposes only. The papers are expected to be published in due course, in revised form and should not be quoted without the author’s permission.
1
University of Bath School of Management Working Paper Series School of Management Claverton Down Bath BA2 7AY United Kingdom Tel: +44 1225 826742 Fax: +44 1225 826473 http://www.bath.ac.uk/management/research/papers.htm
2007 2007.01 Fotios Pasiouras International evidence on the impact of regulations and supervision on banks’ technical efficiency: an application of two-stage data envelopment analysis Audit Tenure, Report Qualification, and Fraud 50 Years using the wrong model of TV advertising
2007.02 2007.03
Richard Fairchild Robert Heath & Paul Feldwick
50 YEARS USING THE WRONG MODEL OF TV ADVERTISING1
Robert Heath & Paul Feldwick Summary This paper investigates the dominance of the information processing model of TV advertising, and presents evidence to show it is over simplistic and contrary to learning from psychology. We examine why the model has never been challenged, and present an outline for a new model along with implications for research.
Introduction: The Information Processing Model of Advertising In 1999 a launch TV commercial for a snack food product aimed at teenagers was pretested. The commercial consisted of a pop song with meaningless gibberish lyrics, accompanying a series of surreally linked and sometimes bizarre scenes. It’s best imagined as a pop video, with no actual information about the product, although in each scene someone happens to be eating it. The research was conducted amongst teenagers using familiar ‘impact and communication’ type questions such as ‘Did this commercial give you enough information about the product?’ and ‘Do you think someone would find this commercial
Robert Heath & Paul Feldwick University of Bath School of Management Working Paper Series 2007.03
This working paper is produced for discussion purposes only. The papers are expected to be published in due course, in revised form and should not be quoted without the author’s permission.
1
University of Bath School of Management Working Paper Series School of Management Claverton Down Bath BA2 7AY United Kingdom Tel: +44 1225 826742 Fax: +44 1225 826473 http://www.bath.ac.uk/management/research/papers.htm
2007 2007.01 Fotios Pasiouras International evidence on the impact of regulations and supervision on banks’ technical efficiency: an application of two-stage data envelopment analysis Audit Tenure, Report Qualification, and Fraud 50 Years using the wrong model of TV advertising
2007.02 2007.03
Richard Fairchild Robert Heath & Paul Feldwick
50 YEARS USING THE WRONG MODEL OF TV ADVERTISING1
Robert Heath & Paul Feldwick Summary This paper investigates the dominance of the information processing model of TV advertising, and presents evidence to show it is over simplistic and contrary to learning from psychology. We examine why the model has never been challenged, and present an outline for a new model along with implications for research.
Introduction: The Information Processing Model of Advertising In 1999 a launch TV commercial for a snack food product aimed at teenagers was pretested. The commercial consisted of a pop song with meaningless gibberish lyrics, accompanying a series of surreally linked and sometimes bizarre scenes. It’s best imagined as a pop video, with no actual information about the product, although in each scene someone happens to be eating it. The research was conducted amongst teenagers using familiar ‘impact and communication’ type questions such as ‘Did this commercial give you enough information about the product?’ and ‘Do you think someone would find this commercial