"...it is not the ad that matters. The ideas, impressions and positive feelings about the brand that matter. Any memory that will predispose you to view the brand in a more positive light than its alternatives is a plus."

"...engaging and memorable ads slip ideas past our defenses and seed memories that influence our behavior. You may not think advertising influences you. But marketers do. And in addition to millions of dollars, they have something else most people don't have: Access to data that proves their point."

So true!

The author totally hit the topic perfectly! As a scientist I wish there could be more freedom of information. I was actually told by my librarian (at my big research university) that they pay over $1 million per year just for access to the ACS journals.

We can take this and make an analogy to any resource we have...fossil fuels, energy, food, etc.

You would think they would keep tighter control over their prototypes...