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| Author: | Gordon, W. Ryan, C. |
| Title: | How do consumers feel advertising works? |
| Journal: | Journal of the Market Research Society
1997 : JAN, VOL. 39:1, p. 111-124 |
| Index terms: | CONSUMERS ADVERTISING WORK |
| Language: | eng |
| Abstract: | This paper is based on the belief that advertisers have not recognised the degree to which consumers have become increasingly sophisticated in their relationship with advertising. The authors believe that only by acknowledging this changed relationship, by understanding consumers' perceptions of advertising, by accepting that a two-way relationship exists between advertiser and consumer, can decision-making on advertising development be improved. There is a great deal of published literature on "How advertising works",but noone has attempted to understand how advertising works by asking consumers for their views. |
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