Advertising, as currently practiced, ignores all that has been
learned by cognitive psychologists in the past 30 or 40 years.
Consumers process all incoming information, including advertising, in a
very complex yet instantaneous manner. Advertising is not a stimulus in
the outmoded behavioral psychology stimulus– response model of
human information processing. Advertising, if it is attended to at all,
is nothing more than a net addition to everything the consumer has
previously learned and retained about the brand. The challenge for
advertising is to find ways and means to bypass or upset business as
usual in the consumer's brain and to build an enduring perceptual
representation of the brand as one that is acceptable and desirable.