Why we can’t give up on the ‘science’ of advertising

Advertising has, historically, employed few scientists, but in spite of this it has also been an industry that has often used theories and ideas that have the appearance of science as part of its armoury of tools to impress clients and sell more ads.
Today, every planner worth their salary is expected to have a point of view on Byron Sharp’s How Brands Grow; in my day it was Rosser Reeves’ Reality in Advertising. However, unlike science, which builds on and refines theories over time