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MESSAGE FOR WEEK BEGINNING 3rd January 2005 Advertising
How could you devise a simple experiment to test whether display advertising in newspapers is effective? This should be a minimal cost experiment which could easily be carried out.
There is 'whole attention' advertising as on TV or radio when, for a brief period, the advertising holds your full attention - or seeks to. With newspaper advertising you are reading the news content and the advertising tries to catch and hold your attention. The functions may be quite different. I am not referring here to 'catalogue' advertising where the advertisement is really a catalogue of prices and products but advertising which is intended to lodge a product in your consciousness.
Edward de Bono nmt |