Well again I haven't looked at the job/revenue numbers, I wouldn't go by personal impressions. The gimmicks in Century of Self are the standard of today's obno

Well again I haven't looked at the job/revenue numbers, I wouldn't go by personal impressions. The gimmicks in Century of Self are the standard of today's obnoxiously annoying advertising. It's hard to say how well those tricks worked in their heyday, but they're certainly less effective in today's over-saturated markets. Those approaches relied heavily on guesswork because data gathering and analysis wasn't always available. Focus groups can't keep up with brain scans and behind the scenes data gathering like Facebook's. The industry certainly knows about brain science but most people don't have a good grasp of it. Most are involved in shmoozing clients and doing production work. This work is then judged subjectively by clients and art directors. A/B testing hasn't gained much popularity in that process.