 Dr. Robert Heath publishes the seminal and controversial monograph “The Hidden Power of Advertising” which challenged the traditional models used in advertising research and shows how most advertising is processed at an emotional level (not a rational level).His monograph leads to re-examination of in-market research approaches that compare the behaviors of those who have seen advertising versus those who have not, such as the Communicus System, and the development of brand new pretesting systems such as the OTX AdCEP system.There are two types of research, customized and syndicated.