The above is common sense.
Ask most anyone and they'll tell you that eyeballs aren't brains.
Eyeballs are eyeballs. Brains are brains.
Unless, of course, that someone you ask happens to be in advertising.
Because somehow all media buys are based on the belief that eyeballs are brains.
That a commercial which is placed in front of “X” many eyeballs, registers with “X” many brains.
Which we all know isn't true. We all know something has to happen between the eyeball and the brain so that what is exposed to the eye registers with the brain.
That’s why it's called communication.
Wikipedia on communication: Communication requires that the communicating parties share an area of communicative commonality. The communication process is complete once the receiver has understood the message of the sender.
As advertising people, we willing confuse exposures with communication.
In the past, we had no choice. Our measurement methods were crude.
This is no longer the case. But it hasn’t changed the fact that we still use exposures as a proxy for communication.
George Bernard Shaw was never an advertising man. Perhaps he should have been.
After all, it was GBS who said, “The single biggest problem in communication is the illusion that is has taken place.”