Why is it so difficult to introspect on advertising[advertising?:advertising material cutting machine] effect? Because we look for major advertising effects, that’s why! Too often, we look for the ability of an ad to persuade us. We look for a major advertising effects rather than more subtle, minor advertising effects. Big and immediate advertising effects do occur when the advertiser has something new to say. Then it is easy for us to introspect on its advertising effects.
But most advertising effects fall well short of persuasion. These minor advertising effect are not obvious but they are more characteristic of the way advertising works.
