Red herrings in advertising research
Abstract:
Much of the advertising research being carried out today defines - whether explicitly or implicitly - the effectiveness of an advertisement in terms of memorability , believability or other factors. Such advertising research is based on assumptions that are not by any means proven and which are, in fact, generally false. Assumptions such as that an advertisement that is remembered, liked or believed is necessarily more effective than an advertisement that does not have a high memorability, believability or like-ability.
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