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| Author: | Aitken, R. Gray, B. Lawson, R. |
| Title: | Advertising effectivenes from a consumer perspective |
| Journal: | International Journal of Advertising
2007 : VOL. 27:2 p. 279-297 |
| Index terms: | advertising effectiveness consumer behaviour advertising research |
| Freeterms: | consumer perspective |
| Language: | eng |
| Abstract: | In this paper the authors discuss the change of the focus in communication effectiveness research from investigations of advertising forms, degree, content and type of consumer involvment to a stronger focus on the social and cultural roles and the process of reception that advertising involves in society and in individual lives. The paper gives a functional perspective from which to view contemporary developments in the research of advertising effectiveness and also has significant implications for future research. |
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