The Hidden Power of Advertising

A number of years ago I read Robert Heaths book ‘The Hidden Power of Advertising’. He provided a forceful argument and view on how advertising worked and it has been very influential on how we have developed our media over the years. It has provided us in many cases a theoretical frame for our work. In these changing times Heaths Theory may have renewed interest.

Here is a link to paper written by Robert Heath and John Lowe Spink which preceded the book but the nonetheless captures many elements of Heaths argument which he went to develop further.