A presentation on Robert Heath's paper " The Secret of Television's Success: Emotional Content Or Rational Information? After Fifty Years The Debate Continues".

1. The Secret Of Television’s Success:
Emotional Content or Rational Information?
After Fifty Years The Debate Continues
Author : Robert Heath
Journal of Advertising Research March 2011
Presented by Mariam Elias

3. • http://www.tvspots.tv/video/45320/albertson
s--gibberish

6. Introduction
1-Arrival of TV Advertising in 1955.
2- Theories of Television was derived from 50 years of
print dated back in 1920’s, until holes appeared in
1962.
3-1971: TV High Attention Medium is Challenged.
5-1980: 20-40% leave room in ad breaks.
6-1990’s: Fast Forward Through Ad.
7-30 seconds TV Ads are dead !!

7. Background
1-experiment with
1-Experiment with Gebberish adv in 1999 challenged
how TV works by persuasive information to recall info.
2-Origins of belief from Danial Starch, George Gallup
and Robinson’s theories.
3-Reves: “The art of getting USP into heads of most
people at the lowest cost”.
4- Recall of commercial content was the main measure
of effectiveness.
5-Advertising Age in 1999 saw adv as : “ One way
communication: creating and sending messages.”

10. Recall &Persuasion
1-Against Persuasion:
Maloney ( 1962- A researcher with Leo Burnett):
Advertising message doesn’t have to be credible and
doesn’t change attitudes or behavior.
2-Against Recall:
Jack Haskins showed evidence that “ factual-rational-
logical” message were less effective. It was only
tested in 1982 by Harold Ross.

11. Television as Low Involvement
• Herb Krugman ( A market researcher at GE &
psychologist at US Air Force had a theory that: Viewers
watch Commercial in a passive" low-involvement" state
of mind.
• He did an experiment with electroencephalograph or
EEG machine to test brain wave (alpha-beta-delta) from
a subject that was exposed to print & TV adv. and the
result was 4:1 for both.
• The reason :You have no control over TV ad Vs. in print
you can scan the data selectively.
• Does It work with skip adv. On YouTube ?

12. Advertisement as Reinforcement
• In 1974, Ehrenberg proposed that advertising doesn’t
change attitudes but works by reinforcing attitudes
already held by consumer who had knowledge and
experience of the product.
• He identified 4 Weakness in AIDA ( Attention-Interest-
Desire-Action )model & why it is not related to increase
of demand.
• Ehrenberg’s ATR_N model (Awareness- Trial-
Reinforcement-Nudge) & the orange juice experiment.

13. Jones : Adv. is using creativity to insinuate new
information into minds of stupid consumer as it
changes attitudes and behaviors. Vs. Ehrenberg’s
view : Adv takes emotional instead of informative
tone with well informed viewers because of their
extensive usage experience.
Krugman (1984): Three exposures of TV is enough
to achieve persuasion (Curiosity-Relevance & Sale-
Completion).

14. 90’s :The Decade Of Brain
• Robert Heath in his “ The Hidden Power of
Advertising” article found that emotional content
doesn’t need memory or attention and that
advertising take place at three attentive levels :
active-passive and implicit.
• Brand Relationship: Plummer “ I see myself in the
brand and that brand in myself” & lasting brand
relationships is the balance of “ head & heart”.

15. What was the result of the
experiments testing
emotive power vs cognitive
power in the shift of brand
favorability?

16. How shallow processing
can be more effective
than deep processing?

17. What Is the future of TV
advertising in the digital
age?

18. Thank You