search query: @author Sonner, B. S. / total: 3
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| Author: | Kover, A. J. James, W. L. Sonner, B. S. |
| Title: | To whom do advertising creatives write? An inferential answer |
| Journal: | Journal of Advertising Research
1997 : JAN-FEB, VOL. 37:1, p. 41-53 |
| Index terms: | STANDARDS COMPARATIVE RESEARCH PROFESSIONAL ORGANIZATIONS CONSUMERS ATTITUDES |
| Language: | eng |
| Abstract: | The mark of successful advertising is the ability to translate strategy into a meaningful message. One frequent complaint about advertising is that it portrays the world as more slick, more cool and active, less traditional than that of the people to whom advertising is directed, which means that advertising agency creative people do not connect in their work with the people who eventually will see their work. If that communication connects with the consumer or viewer, then advertising does its work efficiently, if not, then the consumer can let the message slip by or spend valuable psychic energy interpreting it. |
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