Nigel Hollis writes:
The reference to an “advertising message” makes me wince. The word “message” seems to imply that the advertising is designed to convey specific information or an argument. But not all advertising is intended to persuade people by arguing the merits of a brand. And even when it does, I think we overestimate the degree to which people actually comprehend what is shown and said in advertising. ...But this does not mean that most advertising is ineffective. Provided the ideas conveyed by the ad come to mind when relevant, then it will have an effect, i.e. when someone is thinking about buying the product in that category. So in the vast majority of cases, the best we can hope of any advertising is that the content is noticed at the time of viewing and the idea and feelings evoked are linked to the brand in people’s memories. ...This is why I have always preferred the old-fashioned term, “advertising impression.” Although it is typically used as a media term to imply an exposure or ad view, the word “impression” also implies that people get the general idea. They understand the gist of what is being said, without necessarily consciously considering what the ad is trying to convey at the time of viewing. An impression is the mental image of a brand that sticks in people’s minds.After all, isn’t that what most advertising is trying to do?