Program
& speakers

Robert Heath

Professor at the University of Bath, School of Management.

Date:

2009-02-07

Time:

12:00 - 12:30

Lecture:

Myths and truths about advertising

RESEARCH INTERESTS

Processing of advertising at low levels of attention, the role of emotion in advertising.

PROFESSIONAL EXPERIENCE

He has worked on over sixty blue-chip brands, amongst them Heineken, Carling Black Label, Guinness, Marlboro, McVities, NatWest, Halifax, Supernoodles, Castrol GTX, One 2 One, Standard Life, News International, and GMTV. Curently he is Teaching Associate at the University of Bath School of Management.

AFFILIATIONS

Robert Heath is based within the Marketing Group - an international group with interests ranging from business-to-business marketing with a strong connection to the International Marketing and Purchasing (IMP) Group of researchers; Brand Management; Innovation; Advertising Effectiveness; Marketing and Children; Consumer Culture; Consumer Behaviors; Political Marketing and Strategic Marketing. Members are affiliated to the International Marketing and Purchasing Research Center (IMP RC), Center for Business Organizations and Society (CBOS) and the International Centre for Higher Education Management(ICHEM).

PUBLICATIONS

He published his first book in 2001, under the title: The Hidden Power of Advertising. He also published many articles in the Journal of Advertising Research: How do we predict Attention and Engagement? (2008), 50 years using the wrong model of advertising (2008), Brand relationships: Strengthened by emotion, weakened by attention (2006), Measuring the hidden power of emotive advertising (2005), Measuring affective advertising: Implications of low attention processing on recall (2008), Low involvement processing - A new model of brand communication (2008).