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OTX Signs Ad Expert Robert Heath
Online research specialist Online Testing eXchange (OTX) has signed a deal with advertising consultant Robert Heath to work on developing pre- and post-testing advertising products, incorporating Heath's theories of 'low-attention processing'. The company promises a new offer for clients 'in the coming weeks'.
Heath is the author of The Hidden Power of Advertising, which focuses on low attention processing - the way that advertising can create enduring brand associations in our minds, even when we pay virtually no attention to it. He is also a specialist in the role of emotion in advertising.
According to David Brandt, Executive VP for the company's Marketing Insights division: 'Heath's seminal work on emotion and low-attention processing are significant advancements in how we understand advertising, and it is important that they be incorporated into our advertising testing tools'.
Ian Wright, MD of OTX Europe, added that the deal with Heath fits with the company's 'policy of bringing together leading figures from outside the traditional market research agency framework'.
OTX recently opened its first European office in London (www.mrweb.com/drno/news5022.htm ). The company is online at www.otxresearch.com
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