The Hidden Power of Advertising

A recently published book from WARC, 'The Hidden Power of Advertising', is causing something of a stir in advertising circles. In it, author Robert Heath suggests that advertising works through a psychological system called 'low involvement processing'. This is proving to be a controversial new theory.

To those in the ad business, 'low involvement processing' is arguably the biggest and most important development since the theory of 'AIDA'. It presents a radical new threat to traditional theories about the way consumers interact with and process brand communication. As such, it is already having profound implications on research, branding and advertising practice.

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.

However, recent neuro-scientific research has shown that the brain's capacity to absorb certain types of brand information is far greater than ever imagined. Building on these findings, Heath has been able to explain how advertising creates meaningful brand associations, 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 involved is 'low involvement processing'. It 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 is convinced that it has been a major factor behind the success of mega-brands in markets such as insurance, cars, toilet paper, cigarettes and beer.

Commenting on the new book and on low involvement processing, Ken Kauss, CEO of agency DDB, said 'This theory contends that people are not inherently interested in advertising or product messages per se. Instead, (the author) 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 involvement impressions: the advertising, the packaging, an enjoyable trip to the brand's web site, a pleasant memory of an interaction with the product itself.'

He concluded, '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. For our part, we can't afford to throw our hands up and say there is simply no way to evaluate magic. There is too much at stake not to try.'

For further information, visit www.warc.com

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.