The errors of efficiency

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Does efficient mean effective? Alex Murrell makes the case that efficiency in advertising is overrated and that mass media can still hold its own in advertising. Touted as “wasteful” because it’s ignored, mass media is put forth as more persuasive precisely because it’s ignored. Why? Because our brains are engaged elsewhere, we don’t even bother creating counterarguments against ads; they’re perceived more as a nuisance than a threat, so our cognitive defences aren’t triggered. So despite being ignored, many ads worm themselves into our long-term memories. Read full article here

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