search query: @author Jones, J. P. / total: 8
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| Author: | Jones, J. P. Blair, M. H. |
| Title: | Examining "conventional wisdoms" about advertising effects with evidence from independent sources |
| Journal: | Journal of Advertising Research
1996 : NOV/DEC, VOL. 36:6, p. 37-59 |
| Index terms: | INDUSTRIES INFORMATION RESEARCH EMPIRICAL RESEARCH PRODUCTIVITY |
| Language: | eng |
| Abstract: | The advertising industry, like any other, is full of "conventional wisdoms", many of which have little empirical basis. Findings from one pre-market and two post-market sources shed light on a few of these issues, helping the reader separate the truths from the myths. The resulting "empirical knowledge" should provide marketers with a solid foundation for improving advertising productivity. Despite the divergent opinions within the advertising industry about how advertising works, the empirical evidence seems to indicate that there are some universal truths about advertising. With data from three major and diverse data sources resulting in similar conclusions, it is probably safe to assume that some generalizations can be made. Summary of findings included. |
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